Skittles Promo, Case study Mob The Rainbow, 3 by Evolution Bureau

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Mob The Rainbow, 3

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Industry Candies
Media Promo & PR, Case study
Market United States
Agency Evolution Bureau
Executive Creative Director Stephen F Goldblatt
Copywriter Ryan Durr
Designer Devin Croda
Producer Chris Chavkin
Editor Chris Kursel
Released May 2010

Awards

Facebook Awards 2012
Winners - Bronze Award

Credits & Description

Category: Best Consumer Engagement
Advertiser: WRIGLEY
Product/Service: SKITTLES
Agency: EVOLUTION BUREAU
Date of First Appearance: May 26 2010
Entrant Company: EVOLUTION BUREAU, San Francisco, USA
Entry URL: http://www.theawardentry.com/2011/mtr/
Executive Creative Director: Stephen Goldblatt (Evolution Bureau)
Art Director/Designer: Jeremy Stewart (Evolution Bureau)
Copywriter: Ryan Durr (Evolution Bureau)
Director of Client Services: Cary Savas (Evolution Bureau)
Developer: Tim Kautz (Evolution Bureau)
Designer: Devin Croda (Evolution Bureau)
Producer: Chris Chavkin (Evolution Bureau)
Editor: Chris Kursel (Evolution Bureau)
Production partner: (Involver)
Colour Correction: (Spy Post)
Record and Mix: (Studio Guapo)
Media placement: Internet Campaign - Facebook - February 14th, 2010
Insights, Strategy & the Idea
In 2009, Skittles consolidated several consumer-generated Facebook sites and found themselves with 3 million fans. Our challenge was twofold: 1) Increase the Facebook fan base by one million. 2) Create a deeper connection to Skittles by finding ways for fans to actively engaging and participate with the brand.
In 2000, the Internet created a phenomenon called flash mobs. Through online collaboration, people came together to perform crazy stunts. We saw an interesting connection between our challenge of activating our Facebook fans and the concept of a flash mob.
We asked ourselves “what if we could mobilize the Skittles fans with digital initiatives that had an effect on the physical world?” Thus was born Mob the Rainbow.
Creative Execution
The first mob, “Valentine the Rainbow”, tasked fans with sending a Valentine’s card to an unloved meter maid. 43,037 fans participated and our unsuspecting meter maid was showered with Skittles love.
We quickly followed with “Poll the Rainbow”, asking the mob what should be done next. Fans voted for a Skittles Gifting Tree and within 24 hours we outfitted a real tree with hundreds of packs of Skittles. Passers-by flocked to enjoy the fruit of the Rainbow.
For “Scholarship the Rainbow”, fans collected 100,000 “Like’s” to award a student with a scholarship to bowling college. In one week our bowling scholar was handed a giant rainbow check for ten grand.
We ended the year with “Crash the Rainbow” by crashing an 85-year old Grandmother’s birthday party with hundreds of fan comments, photos and videos. A photo album of the party was uploaded to Facebook and participants were tagged
Results and Effectiveness
From February 4 to August 31, 2010 the Skittles Facebook fan base grew from 3.4 million to 8.9 million, blowing away our goal of 1 million new fans. This lead to Skittles growing over 162% during the 7-month campaign and becoming the fastest growing branded page on Facebook during that time.
Furthermore, using the generally accepted value of a Facebook fan ($3.60) based on the Vitrue study, Mob the Rainbow generated $19.8 million in equivalent media value.