TELEKINIZE THE RAINBOW

Bronze Spike

Case Film

Presentation Board

TitleTELEKINIZE THE RAINBOW
ClientWRIGLEY
Product / ServiceSKITTLES
CategoryB02. Consumer Products
EntrantCLEMENGER BBDO SYDNEY, AUSTRALIA
Entrant Company CLEMENGER BBDO SYDNEY, AUSTRALIA
Advertising Agency CLEMENGER BBDO SYDNEY, AUSTRALIA

The Brief

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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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.

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