TELEKINIZE THE RAINBOW

TitleTELEKINIZE THE RAINBOW
ClientWRIGLEY
Product / ServiceSKITTLES
CategoryA08. Best Use or Integration of Gaming
EntrantCLEMENGER BBDO SYDNEY, AUSTRALIA
Entrant Company CLEMENGER BBDO SYDNEY, AUSTRALIA
Contributing Company CLEMENGER BBDO SYDNEY, AUSTRALIA

The Campaign

On average, just 6% of fans engage with a brand's Facebook Page after ‘liking’ it. To a brand like Skittles, that’s just terrible. So they wanted to enhance the social experience of their Australian and New Zealand Facebook fans.

Results

We created an experience that enabled people to interact with the Skittles brand on Facebook in a way never before possible…we gave them telekinetic powers. In 2012, we teamed up with Ben Cai, one of Australia’s leading Mechanical and Aerospace Engineers, and gave him a challenge - to help us give people the ability to take control of Skittles in the real world, and seemingly move them using their mind. First we built WiFi-controlled robots, to which Skittles were attached via magnets. Then we reprogrammed, hacked and developed new facial recognition technology that read users’ eye movements via their webcam, and relayed the commands directly to the robots. This enabled people from all over Australia and New Zealand to move Skittles alongside one another in real-time. By simply focusing on where they wanted it to move, users could move the Skittles in any direction they liked, without completely knowing how they were doing it. In the process we managed to invent a web experience that let people move a physical object, without touching a thing.

With a media spend of $0, the audience were drawn to the content via Facebook posts from Skittles as well as posts from their friends who had shared it on their walls.

It was so popular, fans spent an average of over four minutes on the app. And ‘Likes’ of the Skittles Facebook page increased by 1500% every day. Best of all, in just one week, Skittles went from being unranked to having the third most popular Facebook page in Australia - all with a media spend of zero dollars. But most importantly, we created the first ever web experience that lets people move a physical object, without touching a thing.

Credits

Name Company Position
David Halter Clemenger Bbdo Sydney Planner
Ryan O'connell Clemenger Bbdo Sydney Planner
Toby Royce Clemenger Bbdo Sydney Editor
Anthony Tiernan Clemenger Bbdo Sydney Sound Engineer
Jacqueline Nunns Clemenger Bbdo Sydney Account Services
Anna Walters Clemenger Bbdo Sydney Account Services
Emily Perrett Clemenger Bbdo Sydney Group Account Director
Sophie Stone Clemenger Bbdo Sydney Set Design
Ben Cai Robotics Engineer
Joshua Brown Clemenger Bbdo Sydney Developer
John Knutsson Clemenger Bbdo Sydney Programmer
Crystal Rata Clemenger Bbdo Sydney Associate Producer
Dave Flanagan Clemenger Bbdo Sydney Producer
Airi Nakayama Clemenger Bbdo Sydney Designer
Ben Clare Clemenger Bbdo Sydney Copywriter
Luke Hawkins Clemenger Bbdo Sydney Art Director
James Theophane Clemenger Bbdo Sydney Digital Creative Director
Paul Nagy Clemenger Bbdo Sydney Executive Creative Director