Skittles: Exclusive the Rainbow case study

The confectionary brand, Skittles, used the US Super Bowl to reach the masses by showing an exclusive ad to just one teenage fan – and the public could watch his reaction via a Facebook live stream on Super Bowl Sunday.

The story behind the campaign

Challenge

The Super Bowl is one of the most cluttered and competitive media landscapes there is – hundreds of brands spending millions of dollars to capture the attention of a huge audience. After three years of success as a Super Bowl advertiser, Skittles had grown fond of the massive amounts of attention that came with it. But 2018 would be different. Skittles would no longer be buying an ad during the Big Game. So, the brief was simple: Get Super Bowl-sized attention… without the traditional media of an actual in-game Super Bowl commercial.

Creative concept...

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