May 4, 2009
In February 2009 Mars launched a new campaign for its Skittles brand. The online campaign leveraged social media tools, including Twitter, to draw upon content created by consumers to populate Skittles.com. The campaign generated heavy online attention and media coverage.
Although their past campaigns using the tagline ""Experience the Rainbow"" have been successful and resonated with the teen demographic, Skittles knew it was missing opportunities to reach its target demographic through other touch points. In order to reach teens, the Skittles brand decided to insert itself into digital spaces where they already participated rather than create a new online space.
Since this campaign targeted teens, Skittles' marketers realized they should use the creative at multiple touchpoints and constantly refresh it without increasing the budget. The new campaign was positioned to take advantage of peer-to-peer networks and the deflation in the cost of digital devices, which meant that teens could more easily edit and distribute information about the brand.
Learn more about Skittles’ digital strategy and discover the lessons learned and results of their Twitter campaign.
