Viral marketing case study: Skittles Touch: Cat gets 5m views

Digital marketing industry case study library

csskittles.jpg

In the age of touchscreen and interactivity, Skittles used an endearingly old-school method of engaging (and ultimately creeping out) the viewer with this series of ‘Touch’ ads on its YouTube channel. The best of the bunch was this ‘cat’ commercial, which has so far notched up 5 million views. Wrigley has long abandoned traditional advertising for their Skittles brand, and have instead decided to create one increasingly bizarre ad after another. While their earlier attempts have not really set the digital world on fire, this new campaign “Touch The Rainbow” has turned out to be an online success.

YouTube case study

More on this Case study …
Brand: Skittles | Media: Video | Country: US |Sector: FMCG | Agency: BBDO Toronto; | Format: YouTube

This Skittles ad follows in the footsteps of Burger King’s “King” character and “Subservient Chicken” and Tippex’s “A hunter shoots a bear“.

The Skittles “Touch The Rainbow” campaign was made especially for online advertising by BBDO, Toronto, Canada. They have gotten interactive in the physical sense by making your finger a part of the action.

A 'click for more videos' call to action at the end of the ad drives the viewer to a Skittles YouTube channel with more humourous 'Touch' videos. Again this drives viewer engagement through strong content, and creates lasting, positive brand recall.

Copyright ©2000-2020 Digital Strategy Consulting Limited | All rights reserved | This material is for your personal use only | Using this site constitutes acceptance of our user agreement and privacy policy