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Award: Graphite Pencil

Graphite Pencil / Integrated & Earned Media / Earned Media Campaign / 2011

In 2010, Skittles had no TV budget, but still needed to reach its audience. So we detonated the brand on Facebook with the Super Mega Rainbow Updater. When a fan wrote his or her status update, it got sent to our live call centre and online broadcast station. Our staff recorded the update as an awesome film, then posted it back to the fan’s wall in mere minutes. A total of 21,000 films were created in two weeks. And with every fan’s update potentially seen and shared by all their Facebook friends – and viewable on our library and YouTube channel – the reach was immense.

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