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Skittles Touch The Rainbow campaign uses interactive online commercials to promote engagement “We invited people to see what happens when they touch the rainbow. To do that, we didn’t invent new touch screen technology, or any technology for that matter. We just asked people to touch their computer screens and watch as their finger played a starring role in 5 interactive online commercials. In the process, we did manage to invent one thing: a completely new way to interact with an interactive medium.” Source: Interactive Entries

Dr Pepper aggressively builds Facebook fan base At the end of the one million fan push, the Dr Pepper social program experienced a lag in new fans and a huge drop in interaction rates. Offline, Pepper lovers were passionate brand advocates. In social, the brand’s content was met with little to no response. The base was there. They just weren’t talking . . . We went to work: listening and learning. Our team quickly discovered that despite a lackluster response to promotions and advertising, fans still identified themselves as Peppers. Using this insight, we switched to a fan-centric model. We began to speak like a Pepper, building up the community and creating everything from custom Pepper tees to original Facebook features, celebrating current Peppers and enabling superfans to recruit new Peppers into the fold. Source: Code and Theory

KitKat uses Augmented Reality, Geo-fencing, Social Media, Contest to Crowd Source New Flavor Shifting its market research budgets to contests and games, Nestle is set to launch a crowdsourced campaign asking its consumers to vote for their favorite among four new flavors of Kit Kat Chunky; the bar with the most votes will be permanently added to the Kit Kat Chunky roster. Customers will be given until February 24th to vote for their favorite flavor among double choc, peanut butter, orange or white choc. By scanning posters for the campaign using the Blippar augmented reality app, they can vote for their favorite bar using their smartphones. As an added incentive, one lucky voter a day may win £100. Integrating geofencing into the campaign, customers who signed up will be alerted upon arriving within a certain distance of a store with a supply of the said Kit Kat Chunky variants, which will hit stores beginning January 23rd. Source: PSFK

Mentos campaign includes IPhone Game, YouTube video Graeme Devine, lead developer for battle games like Halo and Age of Empires 3, has designed the game Spider Swiper for the confectionery brand Mentos. A recent Mentos ad features a surprisingly strong spider that can lift and throw a man around, and drag him across the room. After numerous request from fans who want to have a go at fighting the spider, Mentos decided to turn the commercial idea into an iOS game with the help of the Martin Agency. Spider Swiper allows the gamer to play against six realistic-looking spiders with varying degrees of difficulties. The user can attack the spider by swiping their finger across the screen and coming up with ‘combo moves’. Spider Swiper can be downloaded for free in the App Store. Source: PSFK

Pepsi offers Facebook contest to identify most "passionate fans" who can get soft drink for life A new “Pepsi MAX for Life” video contest will reward two winners with just that: lifetime supplies of the soft drink. The brand describes the contest as a nationwide search for its most passionate fans. To enter, people need to “like” the brand’s Facebook page, fill out an application, and upload an English-language video of up to 60 seconds in length that demonstrates why they deserve to win a lifetime supply of the soft drink (one 12-pack every two weeks). The contest is open to U.S. residents 18 and older, limited to one entry per person. Entries are being accepted from Jan. 13 through Feb. 13. One winner will be selected by Pepsi MAX based on creativity, inspiration and entertainment value. The other will be chosen by voting on the brand’s Facebook page between Feb. 14 and 18.... Pepsi MAX, which is the official soft drink of the NFL, will also feature the contest videos at the NFL Experience during Super Bowl XLVI week in Indianapolis. That event, featuring interactive games, displays, entertainment attractions, autograph sessions and other activities, will run Jan. 27 to Feb. 4 at the Indiana Convention Center. Source: MediaPost Publications

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