• by Karlene Lukovitz  @KLmarketdaily, January 29, 2014

While M&M's' 30-second Super Bowl ad (this year featuring the "Yellow" character, a teaser video revealed) is obviously getting the most attention, it isn't the brand's only effort around the big game.

Leading up to the Super Bowl, M&M's has partnered with New York metro area, 24-hour sports radio station WFAN to drive traffic and sales in the M&M's World store in New York's Times Square.

Locals and tourists in town for the Super Bowl in nearby New Jersey can watch live broadcasts of three of the station's shows, originating on the store's second floor, 12 hours each day from Jan. 27 through 31. 

The shows, including "Boomer & Carton," "Benigno & Roberts" and "Mike Francesa," frequently feature big-name athletes and celebrity guests.

The store sells M&M's candy and branded merchandise. For the Super Bowl lead-up, shoppers will be able to buy travel tumblers, stadium blankets, drawstring backpacks and other items featuring the Yellow and Red characters, strategically located on the second floor.

"Hosting Super Bowl XLVIII in the New York and New Jersey region, right in our back yard, is an amazing opportunity," said Seth Klugherz, senior director, M&M'S Chocolate Candies.