Skittles with the help of DDB Group Hong Kong have launched an activation and online campaign aimed at strengthening engagement with teens to ensure that Skittles are part of their routine candy repertoire.
Entitled ‘Skittles – Beat the Rainbow’, the idea behind the campaign was to leverage on the popular folk sorcery in Hong Kong of the villain beating ceremony. This is also known as ‘beating the little person’ – its purpose is to ‘beat away’ the bad luck caused by your enemies.
A smartphone app was created to bring fun to the folklore which provides an engaging platform for teens to virtually beat their ‘little person’. Users can select an image of their friend or enemy and beat their ‘little person’ from small to big. The unexpected twist lies in the message that the app randomly generates to bless the ‘little person’.
The campaign encourages people to play with, participate in and pass on. In this case the generated message can be shared on the user’s Facebook to engage their friends.
Agency Credit: DDB Group Hong Kong