SKITTLES — JOSH PARSCHAUER

MOB THE RAINBOW

When asked to create a digital program for an iconic brand like Skittles, we did the first thing anyone else would do, we bought a bunch of packs and immediately ate ourselves sick. Then someone from planning got the genius idea to check out their Facebook page and instantly made a stunning discovery – despite the fact that it was almost completely void of content, their brand page had almost 4 million fans. Our resulting program, Mob The Rainbow, set out to activate these passionate users by giving them some playful control in the Skittles message through a series of online activities. The effort won a bronze cyber lion at Cannes.

The first effort debuted on Valentines Day, where the fans were asked to shower an unsuspecting meter maid with love. More than 40 thousand fans submitted Valentine messages, which were then printed out and hand-delivered to Ms. Parking Enforcement by a Skittles cupid.

The campaign has continued since my departure from EVB and has gone on to include several exciting events, including giving a $10,000 bowling school scholarship to one lucky bowling enthusiast.