In 1995, the company ran the M&M's Color Campaign, a contest in which participants were given the choice of selecting purple, blue, or pink as the color of a new variety of M&M's. The announcement of the winning color (blue) was carried on most of the television networks' news programs, as well as the talk shows of David Letterman and Jay Leno. As part of the contest results, the company had the Empire State Building lighted in blue. Although the financial details of these deals were not disclosed and neither was the campaign's effect on sales, one marketing book estimated that the company "collected millions" in free publicity and that the campaign "certainly" resulted in an increasing of the brand's awareness.