Ahhh Skittles! This is what agency EVB (a team skittles member) created as part of the skittles valentines day campaign, utilisng their newly created “Mob The Rainbow” facebook fan page of over 4 million people (Coca-Cola has 5 million) to mob an unsuspecting meter maid with love!
This is a great way to integrate and leverage your social following with real world activation, then completing a full circle by demonstrating the power of that following back online with video proof of what’s been achieved by the group. In this case, over 44,000 people wrote valentines day messages as part of the facebook campaign, which were then printed out, packaged and delivered by cupid himself!
I’m really looking forward to see what the “Mob The Rainbow” digital initiative can come up with this year. Skittles started the digital makeover with a view to start recruiting fans over a 12 month period. If you’re a skittles lover, then you should Become A Fan Here.