M&M’s is using its interactive beatbox platform to offer fans an opportunity to preview a new song from Jessie J.

Fans who visit bitesizebeats.comcan unlock a preview of the singer’s “Real Deal” track by mixing the correct combination of instruments with M&M’s animated “spokescandies” to create their own shareable beat.  Part of the new song will also be featured in two new, 15-second M&M’s commercials, from BBDO New York, debuting on Aug. 7 and 8 on TV, as well as online on the Bite-Size Beats site and YouTube (one spot below).

The full version of the Jessie J song will be available on music streaming services and other digital platforms on Aug. 11.

“Thousands” of fans have created beats since the platform, which uses Incredibox beatbox technology, was launched, according to M&M’s senior brand manager, Michelle Deignan. “M&M’s has featured six of the consumer-generated beats in the brand’s commercials promoting the Bite-Size Beats campaign, she tells Marketing Daily. The brand expected fans to embrace the platform enthusiastically because it “gives them a chance to have some fun with our iconic spokescandies,” she says, but the level of response and the creativity demonstrated in inventing beats have “surpassed our wildest expectations.”