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Wrigley - Skittles Holiday Pawn Shop – 10/24/2016

MediaCom, in partnership with Wrigley, BBDO and Harbinger, opened up the Skittles Pawn Shop at a well-recognized storefront in Toronto’s popular Queen West area. From Dec. 26-30, customers were encouraged to bring in their unwanted Christmas presents and trade them for packs of Skittles. All unwanted gifts were in turn donated to charity. Dale the Dealmaker, a character featured in a highly targeted PR & media campaign, was on hand to entertain as well as tell customers how much their items were worth. Bartering ensued. Customers unable to visit the store could get their items appraised online and were given a coupon to get their Skittles payment in-store anywhere Skittles are sold.

The excitement continued when the Skittles Pawn Shop was paid a visit by Canadian YouTube star Lilly Singh (iiSuperwomanii) who created a vlog post entitled: The Time I Went to Skittles Heaven.

Results:

-Over 52,000 packs of Skittles distributed
- Over 13,000 kgs of items donated to charity
- Over 53,000 visits to SkittlesPawn.com – 23% above estimates
-Lilly’s video reached over 249,000 views – above average for other video posts on her vlog
-The Skittles Pawn Shop received an astounding 98 million earned media impressions via coverage from bloggers, influencers and media outlets such as Global News, CityNews, CP24, The Toronto Star, The Huffington Post, BlogTO, The Edge 102.1, Indie88, CHUMFM and more.
- Lilly also appeared on Jimmy Fallon shortly after her appearance and gave a shout out to Skittles that was seen by millions globally

Date of Publication: 10/24/2016
Source: ATOMIC
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