Rainbow coalition: Skittles advert engages fans

Created by BBDO Toronto and Jam3, the campaign offers fans a choice of setting, holiday characters including Michelf and Gingerbread Dan, and dialogue. Users can end the advert with their choice of a Skittles miracle, in which the sweets burst forth from a tree, a hot tub, a cloud, the classic rainbow or a crying statue.

The results are often goofy and nonsensical, but the campaign is likely to draw in younger consumers. Interactive microsites appeal particularly to members of Generation D, who expect brands to treat them as co-creators with a role in directing a brand’s identity and products.

Attend our Spring/Summer 2013 Trend Briefing for insights on Generation I, the next generation of digital natives.