|Title||TELEKINIZE THE RAINBOW|
|Product / Service||SKITTLES|
|Category||A05. Best Use of Digital Media in a Direct Campaign|
|Entrant||CLEMENGER BBDO SYDNEY, AUSTRALIA|
|Entrant Company||CLEMENGER BBDO SYDNEY, AUSTRALIA|
|Advertising Agency||CLEMENGER BBDO SYDNEY, AUSTRALIA|
|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|
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.
Skittles is a brand that operates at the intersection of real and imaginary. So by allowing our fans to seemingly move Skittles with their minds, without completely knowing how they were doing it, we brought the imaginary world of the brand to life like never before.
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. To do this, we built WiFi-controlled robots - to which Skittles were attached via magnets. Then we developed facial recognition technology that read users’ eye movements via their webcam, and relayed the commands directly to the robots - enabling the world to move Skittles seemingly with their minds.
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.