M&M’S, Marvel deploy gaming campaign linking purchases to rewards across Asia-Pacific

Kuala Lumpur, Malaysia – A packet of M&M’S now comes with more than sugar and chocolate as Mars has launched a cross-market campaign with Marvel that ties product purchases to a digital gaming experience across eight Asia-Pacific markets.

Branded “Be A Hero with M&M’S | Marvel,” the campaign runs from April 1 to May 31, 2026, spanning Malaysia, Singapore, Thailand, Taiwan, Vietnam, South Korea, the Philippines, and Hong Kong.

Consumers can enter the campaign by scanning QR codes on packaging or in-store materials, which direct them into a game layer hosted at mmsmarvel.com.

Users will register via WhatsApp in Malaysia, Singapore, the Philippines, and Hong Kong, LINE in Thailand and Taiwan, and KakaoTalk in South Korea—removing the need for standalone apps or email sign-ups.

The campaign’s central mechanic sits in purchase verification. Participants upload receipts, which are validated through an AI-powered scanner developed on SUPERFAN’s game engine. 

Each verified purchase unlocks access to a Marvel-themed mini game, with additional entries granted for repeat purchases.

“We built SUPERFAN to turn gaming into a verified action channel, not just an entertainment layer. When a consumer in Bangkok and a consumer in Seoul are both engaging through our game engine, that’s a meaningful connection established,” said Jason Ang, Founder of SUPERFAN.

Prizes include a trip for two to Shanghai Disneyland, along with iPads and platform vouchers for registered users. All participants who complete registration receive a TikTok discount voucher.

SUPERFAN’s platform underpins the campaign’s mechanics, handling receipt validation, audience tracking, and gameplay access across all eight markets. 

The company positions its system as an infrastructure layer for purchase-linked gaming across both digital and physical retail environments.