The Cannes Lions festival is at its highest these days with the last award winners being announced tomorrow, Saturday, June 23rd. Browsing through the shortlist of amazing cases in the category “Best Consumer Engagement”, I found a Bronze Lion awarded campaign by TBWA London – Skittles Blue . An interesting case because of its concept of content sharing and user involvement.
Skittles, with a Facebook page of more than 2.5 million fans at the start of the campaign, saw a demand for a blue coloured Skittle. The company decided to produce and launch the new colour and with the help of Facebook as the main campaign hub to create attention and buzz around it. The main purpose of the Skittles Blue campaign was to launch a new colour of Skittles’ sweets and to create a hype in the UK market of people increasingly eager to buy it.
Starting out by showing behind-the-scene photos from the factory, Skittles involved fans in the production of the new sweet. Continuously, they shared the steps of how the new sweet was going to be launched. Videos and photos showed a smooth launch of a new product – right up until the point of transporting it from the factory in Czech to the UK market. This was when Skittles really made an effort of involving their fans.
Skittles featured videos of the man behind the delivery: a truck driver who decided to stop the launch because he felt that nobody cared about him. He was having the blues, so to speak. Skittles encouraged their fans to show the truck driver some love through liking the Skittles updates about the truck driver. These likes would then motivate him to continue his journey and get the new blue Skittles to the UK. People could follow the truck driver’s journey on an interactive map on a tab on the Skittles Facebook page and follow his posts on whether he felt like executing the launch of the blue Skittle or not.
The campaign hyped the launch of the blue Skittle enormously. When it was finally launched in the stores, it was sold out in 3 weeks. Having Facebook as the main hub for the camping drove 500,000 new fans to the page. After the campaign, the Skittles sales went up 29.9%, proving that social media channels such as Facebook can create fantastic marketing results when user involvement is taken seriously.
Create a reason for people to participate
By having a character to follow and involving fans in the process of launching a new product, Skittles created a feeling of community belonging amongst fans. The campaign had a strong entertainment element that encouraged fans to follow the campaign and engage for the sake of having the new sweet launched.
It is genius to have a viral tactic where people have to like posts in order to motivate the truck driver to go further. A like is not just between the brand and a fan – the like will be visible for the fans’ friends, which then creates an organic spread of content. Not only did Skittle involve people through their “likes”, personal responds was also made to individual fan comments.
When you do your social media strategies, remember to put effort into the human aspects. Give people a reason to be a part of your brand.