Snack food giant Mars is working with Omnicom’s digital shop Agency.com on a new campaign for its fruit candy Skittles that asks teens to make music.
The Skittles “Mix the Rainbow” campaign integrates sounds from past Skittles commercials, as well as new sounds created by beatboxer Kenny Muhammad. It also lets consumers remix their own tracks. Skittles fans can use an application developed by Agency.com to create their own musical interpretation of the “Skittles Rainbow” through a banner ad or as a widget on a social networking site such as Facebook. The created track can then be named and posted elsewhere online.
“Our digital strategy centers on creating relevant and engaging digital brand experiences that reinforce the unique Skittles positioning,” said Joan Zulawski, Mars client partner at Agency.com in an e-mail. “We present environments they choose to populate, and we provide them with engagement opportunities that fit their behavior and lifestyle.”
The two firms also worked together earlier this summer. The agency designed an interactive site for a promotion that Mars did with NASCAR for its Combos snack product. As with the Combos effort, the Skittles campaign calls consumers to interact with the Mars brand.
The Skittles campaign targets teens and tweens with a Facebook page and banner ads on Web sites for MTV and UGO.
“We want to let the Skittles audience engage with the brand wherever they are or wherever their curiosity takes them,” Zulawski added.
