Every brand is out there during the holiday season and it can be very hard to stand out amongst the holiday clutter. Skittles has a core following of fans that look forward to the brand's next commercial. We saw an opportunity to deliver something unexpected and rewarding. The idea was to provide them with an outlet to create their own Skittles commercial. Skittles fans are creative, unique people and so we've given them the tools to be part of the brand in a way that had never been done before.

Published
January 2013
Topics

The Story

Every brand is out there during the holiday season and it can be very hard to stand out amongst the holiday clutter. Skittles has a core following of fans that look forward to the brand's next commercial. We saw an opportunity to deliver something unexpected and rewarding. The idea was to provide them with an outlet to create their own Skittles commercial. Skittles fans are creative, unique people and so we've given them the tools to be part of the brand in a way that had never been done before.

We were inspired by gaming culture and utilizing technology to develop something that people can use to be creative. As an ad agency, we had to keep reminding ourselves that we were never making an ad. We were making the tools for other people to make ads. It’s a videogame version of a commercial-maker. What was most exciting about this project is that we didn’t know what people were going to do with it. There were, literally, trillions of permutations of what a commercial would look like. Our video-based toolbox let people build their own Skittles Holiday commercial by choosing dialogue, music, characters, setting and their choice of a Skittles Miracle. They could even include their own name in it.

The Technology

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    Display

    Display

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    Social

    Facebook

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    Video

    Campaign Site

The Results

In just four weeks, 365,938 people visited the site, 42,237 people created their own Skittles commercial, 5,749 people shared their commercial on social media and 139 blogs wrote about the site. But just as rewarding was seeing some of the creative ways that people used our toolkit to make spots that we had never even thought of. That made it a success for us.

32

team members working on this project

42,237

commercials created

139

press mentions

Launch Date Dec. 6, 2012