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How hard IS it to sell candy to a kid in a candy store? Think of the noise, the choices, the confusion and overwhelming competition.
Skittles came up with an innovative idea to invigorate their fans to participate in creating content. They challenged the fans to come up with creative ideas, get their friends involved, and spread the word. Pretty genius idea! Most importantly, this was a creative way to give their clients a feeling of ownership in the product and the product image. Skittles even invited the fans to contribute the content for their website and Facebook page.
The hope is that the next time a participant walks into a candy store and sees the candy that they have helped to promote, they will reach for the most familiar brand - the one that they helped to build. Excellent strategy!