Build The Rainbow
Build the Rainbow? Don’t mind if I do. 100,000 Facebook fans helped us build a new upside-down rainbow from Skittles in 48 hours.
• Silver, Best Brand Event in the IVCA Awards
• Shortlisted, Best Social Media-Led Campaign in the MAA Best Awards
• Silver, Best Brand Event in the IVCA Awards • Shortlisted, Best Social Media-Led Campaign in the MAA Best Awards
The brief
Skittles were launching a new packaging design that flipped their iconic rainbow. We were tasked with getting fans on board.
The idea
100,000 Facebook fans globally helped us build a new upside-down rainbow from Skittles in 48 hours. The build was watched in realtime as fans elected to add their very own Skittle - with a personal message - to a clear perspex rainbow via a microsite.
We rented a production studio near Waterloo station and hired two directors to work in shifts. A number of actors brought to life loosely scripted moments worthy of Skittles ‘What the fruit’ brand identity.
Initially, Build the Rainbow was just for Skittles UK, but the UK marketing team sold the idea to 8 other markets, across 4 different time zones. The new global audience required compelling viewing around the clock.
Time for a drop
Ta dah!
The results
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. We picked up 17,000 new Facebook fans too.
The work won Silver for Best Brand Event at the IVCA Awards and was shortlisted for Best Social Media-Led Campaign at the BEST AWARDS
Smashed it.
