CRITICAL ANALYSIS OF AN IMC CAMPAIGN: SKITTLE’S DAZZLE THE RAINBOW CAMPAIGN The campaign * Embracing alternative product uses and taking in to the next level, Skittles rolls out its social media marketing campaign: “Dazzle the Rainbow” in October 2010. Dazzle the Rainbow is simply a challenge in which Skittles fans are asked to bury a man named David Phoenix in a vat of the sugary candy. * It was a 24 hour live streaming response campaign that features David Phoenix, a man who says he “can take anything the rainbow throws at him. * So, who is David Phoenix? * According to a Skittles rep, “David Phoenix is incredibly talented and dangerously handsome. He knows the meaning of life, but has told no one and he has read the Internet (Internet), his notes are what you call ‘Google (Google). ’ He is a man hell bent on victory against the Skittles fans. ” * David Phoenix agreed to become the spokesman for the new Skittles Dazzle the Rainbow campaign. * Skittles UK announced that Phoenix had taken them on by claiming that he could survive being buried in over 2 million Skittles.
To demonstrate the ‘unbelievable power of the Rainbow’, Skittles set up a live video stream on Facebook which showed Phoenix stood in a glass tank, becoming increasingly submerged in the multi-coloured candy. As more people tuned in, more Skittles were dumped on Phoenix’s head. * This is a perfect example of using social media to drive active engagement between the brand and their fans. * Skittles encouraged its Facebook audience to submerge Phoenix in a vat of Skittles.
For every fan that joined the challenge, more precious Skittles were released upon. * The challenge was kicked off on October 18th,2010 in UK. * Skittles fans had to head to Facebook on that day and tune into the live stream, which simply caused more and more candy to rain down on Phoenix every 15 minutes. Apparently, 3. 7 million Skittles were lying in wait, and the only way to release them is to grab the eyeballs of more and more fans Buzz Generated: Several blog posts were written about the campaign and the number of “likes” on Skittles ’Facebook Fanpage campaign grew with 1,450,000+ likes * However, YouTube viewing figures (around 10,000 combined), comment and ‘like’ numbers suggest that Skittles did not leverage a large proportion of their 1. 3 million existing fans Campaign Reactions: * The campaign reactions varied greatly! Some people loved and enjoyed the campaign and the submerging of David Phoenix, others thought it was a waste of time.
Here are some reactions : * “It’s a very tasty — and stress relieving — take on social online marketing” * “Skittles have the opportunity to do a lot more with their large, engaged community and it feels like they’ve missed the boat a little here” * “The playful campaign was well-pitched, shamelessly stealing the ‘macho guy’ theme from Old Spice, livestreaming the carnage and providing excellent build-up and post-event content” * “It would be great if we can actually view the live stream. I think there’s way too much traffic right now.
It’s not loading on FB. Cool stunt though. Shows that the whole Twitter fiasco has been long forgotten” Opinion & Lessons Learned: * I think the campaign should have been able to get more positive feedback than it actually did. * For one thing, the brand is Skittles and they have already achieved great social media successes before. Two, it is an interactive campaign so it should have been more attractive to Skittles fans! * The Skittles’ campaign was trying to make use of the success that the Old Spice Campaign achieved.
It rolled out a series of videos with a macho man, David Phoenix, as the main and only character. However, the reactions of the fans were definitely not the same. * Interactive does not always translate into interaction. Although the campaign was interactive, it didn’t really get a lot of interaction from the fans. * The bigger the company, the higher the fans expectations. Maybe the campaign would have had more success if another company had launched it: a smaller company with less social media fans and influence. They should have approached their rainbow of one million+ fans on Facebook with a campaign that had a purpose other than using their product to bury a man alive. Perhaps one which at least involved its victim laughing or eating the Skittles. Not to mention ending the campaign abruptly without any follow up left many fans worried and commenting “It scared me when he stopped moving” and asking “Is he still alive? ” * As PR stunts go, it was perfectly executed – and Skittles should be applauded for some creative brilliance. Perhaps a more interesting question is whether Dazzle the Rainbow was genuinely social. But while shiny PR-able ideas are fun, true social media savvy comes from genuine community initiatives. Conclusion The challenge, which began at 12 noon on the 18th October, ended after 10 hours. Phoenix, having fallen short of the 24 hour time limit, was declared the loser, while Skittles emerged victorious. Whether their victory will stretch to increased sales is yet to be seen, but it is likely that they will be able to use the resulting footage to great effect in future ad campaigns for the Skittles Rainbow.