Mars Wrigley and EssenceMediacom deliver AI and chocolate in latest campaign, via Amazon Australia

Mars Wrigley’s MARS Bar and EssenceMediacom are using artificial intelligence (AI) to reward customers for their actions, via support from Amazon Australia.

The fully integrated ‘For You Who Did That Thing You Did’ campaign analyses Amazon users’ actions on the site and identities those “Things” that it considers deserve a MARS Bar, regardless of how small the actions may feel.

At the same time, the platform provides customers with access to a bespoke AI solution that judges past Amazon-related actions, rewarding individuals with a redeemable code to receive a free MARS Bar the next time they order through Amazon’s website.