Skittles: Rock. Paper. Skittles.

This case study describes how Skittles, Wrigley's brand of fruit-flavoured sweets, used gamification to drive brand consumption among teens and young adults.

Skittles: Rock. Paper. Skittles.

Campaign Summary

"The Rock. Paper. Skittles National Championship" took the classic game of Rock, Paper, Scissors, re-imagined it online with a playful Skittles spin on it. The online game motivated players to tear open their packs of Skittles and to hold one close to their mouth, a tantalizing way to drive brand consumption. The promotion was further enhanced by the emergence of a winner and national champion who would be awarded a $50,000 first prize and wear the uniquely designed Skittles dispenser Champion's Belt.

The Challenge

As part of an ongoing effort to drive both sales...

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