Go online to the M&Ms website (http://www.mms.com/us/index.jsp) and evaluate it. You will have to go through more than just the main landing pageclick on the current contests and other pages to get the data you need.

What does the company do to build loyalty? To build community?

Are there opportunities for feedback? Does the company partner with other organizations to leverage the loyalty those other companies enjoy with their customers? If so, what is the company doing?

Overall, what do you think is most effective about the site? What is the least effective?

Are you a loyal customer of M&Ms? If so, why?

Use references when research is used.