SUPER MEGA RAINBOW UPDATER by TBWA\ London for Skittles

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SUPER MEGA RAINBOW UPDATER

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Industry Candies
Media Direct marketing
Market United Kingdom
Agency TBWA\ London
Director Jakob Marky
Executive Creative Director Mark Hunter
Creative Director Johan Dahlqvist, Tan Leong Lee
Creative Erik Tell, Andrew Bloom
Producer James Cunnigham
Released October 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: WRIGLEY
Product/Service: SKITTLES
Agency: TBWA\LONDON
Date of First Appearance: Nov 1 2010
Entrant Company: TBWA\LONDON, UNITED KINGDOM
Entry URL: http://www.tbwalondonwork.com/The_Super_Mega_Rainbow_Updater
Executive Creative Director: Mark Hunter (TBWA London)
Creative Director: Lee Tan (TBWA London)
Creative Director: Johan Dahlqvist (TBWA London)
Creative: Andrew Bloom (TBWA London)
Creative: Erik Tell (TBWA London)
Agency Producer: Trudy Waldron (TBWA London)
Brand Leader: Emma Massey (TBWA London)
Account Manager: Justin Martin (TBWA London)
Head of Forward Planning: Cathy Buchan (TBWA London)
Digital Project Manager: Darren Howe (TBWA London)
Producer: James Cunnigham (Academy Films)
Director: Jakob Marky (Academy Films)
Web Producer: Sara Lee (Perfect Fools)
Media placement: Social Media App - Facebook - 1st Nov 2010
Describe the brief/objective of the direct campaign.
In 2009 we created the official Skittles Facebook page and accumulated 1 million followers with a game called Skittle Skuffle. As the ROI was better than TV, we deployed our entire budget into facebook in 2010 to recruit more of its 9 million potential Skittles buyers.
With a truly social solution and a dose of Skittles unexpectedness, we knew our fan base could do the work for us. Our strategy was to give a Skittles twist to popular facebook behaviours, engaging our existing fanbase and, in turn, their friends, thereby recruiting more people into the wonderfully odd world of the Skittles.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We wanted to engage over 1% of fans each week and use them to recruit their friends, thereby growing the fan base to over 2 million.
We initially sent messages directly to our FaceBook fans and placed banner ads on the site.
With the Super Mega Rainbow Updater app we spread the rainbow by giving a Skittles twist to something our fans were doing everyday on facebook. Fans entered their status update into the app and within minutes a video of Skittles interpretation of it was sent to their wall and appeared in newsfeeds.
Key to success was that it worked in real time so that fans could use it for daily banter, making it truly social.
Explain why the creative execution was relevant to the product or service.
Our audience loves unexpected forms of entertainment they can share and make their own. And Skittles is perfectly placed to exploit this insight. The brand’s association with a rainbow goes back decades and it takes this colourful oddity and creates a communications territory that’s just the other side of normal and all the more interesting for it.
The Super Mega Rainbow Updater app was a real-time Facebook first. It leveraged an existing behaviour (the status update) and gave it a uniquely Skittles twist. It was simple, but unexpected entertainment that allowed fans to create and share with their friends.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
As little as 1% of Facebook apps have over 100 daily users. In 2 weeks we received 86000 update requests, equating to a weekly interaction rate of 2.4%, smashing the objective. 21000 updates were created by Skittles (many failed to pass moderation!) and posted on fans’ walls, spreading the news of the app and swelling the fanbase by over 500000 to 1.8 million.
The Super Mega Updater increased overall engagement with ‘likes’ and ‘comments’ up 790%. Ultimately it helped Skittles become the most popular confectionery brand on facebook UK. And it’s only just behind X-Factor in the overall rankings.