Skittles wanted to promote a packaging design change by creating a Facebook-led campaign that involved its fans and made them central to that campaign. The campaign needed to be original and genuinely exciting, and to capture the imagination of core fans in a ‘Skittles’ way.
The campaign was targeted at Skittles fans who would discover the event through Facebook, watch the live stream and contribute their Skittle to the build. These fans were identified as being aged 14-28, heavy smartphone users, and most engaged by marketing that allowed them to interact with the brand. The audience was international, taking in the UK, Ireland, and much of Europe, as well as Australia and New Zealand.
MEASURES OF IMPACT AND EFFECTIVENESS
Live-streaming over 48 uninterrupted hours, Build the Rainbow attracted 13,888 hours of total viewing, with an average viewing time of over 7 minutes. There were over 110,000 visitors to the Facebook-housed microsite, 24,000 organic ‘likes’ for the campaign’s image gallery, and more than 17,000 new Facebook fans were gained.