M&M'S is bringing a whole new flavor of fun to New York's Times Square by transforming iconic billboards in the famous square into an innovative, augmented reality gaming arcade. Much like the traditional caramel flavor, the M&M'S ARcade will tap into a nostalgic feeling and bring back memories of a classic old-school arcade. It will give fans the opportunity to use their phone to turn static Times Square billboards into a fun and interactive, vintage arcade game experience.