• by Karlene Lukovitz  @KLmarketdaily, March 3, 2017

In its latest music-focused engagement effort, M&M’s is inviting fans to create their own music beats for a chance to have their work featured in an upcoming TV ad.

At bitesizebeats.com, fans can use a graphic interface featuring the M&M’s candies mascots to combine premixed beats, effects, melodies and voices; share them on the brand’s Facebook and Twitter pages (using #bitesizebeat), and listen to others’ creations.

Top consumer beats saved on the site will be featured in upcoming M&M's commercials or the brand’s social media channels.

The user-generated content promotion is “another example of how we’re continuing to find innovative ways to connect with M&M’s fans around music,” said brand director Tanya Berman.

The Mars Chocolate North America brand is using social media, a 15-second promotional video (below) and PR to get the word out.