Skittles Film, Digital SUPER MEGA RAINBOW UPDATER by TBWA\ London

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SUPER MEGA RAINBOW UPDATER

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Industry Candies
Media Film, Digital, Interactive & Mobile
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 November 2010

Credits & Description

Category: Community Applications
Advertiser: WRIGLEY
Product/Service: SKITTLES
Agency: TBWA\LONDON
Date of First Appearance: Nov 1 2010
Entry URL: http://www.tbwalondonwork.com/SUPER_MEGA_RAINBOW_UPDATER_-_Digital_Community_Applications/HOME.html
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 Buchanan (TBWA London)
Digital Project Manager: Darren Howe (TBWA London)
Producer: James Cunnigham (Academy Films)
Director: Jakob Marky (Academy Films)
Web Producer: Sara-Lee Rost (Perfect Fools)
Planner: David Frymann

English Synopsis
In 2010, Skittles had no TV budget, but still needed to drive sales.

So we detonated Skittles on Facebook by subverting our fans’ daily Facebook behaviour. We built them The Super Mega Rainbow Updater - a fully automated online machine - which received their status updates and transformed them into awesome films. In mere minutes!

In just 2 weeks, our fans created 21,000 personalised, branded videos. Our Facebook activity increased by over 1000%. User interaction increased by 11,000%. Our fanbase swelled to 2 million - up 67%. And sales were up 30%. With no price reduction, promotion or TV!