SKITTLES OLYMPICS

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Skittles didn't have a big-name athlete and wasn't an official Olympic sponsor, but what it did have was millions of Facebook followers. So the brand's own sporting event and athlete were created to entertain and reward the fans.

Grant Britton, a wannabe athlete who sweats Skittles, took part in a series of Skittatthon events on YouTube, while fans who helped train him, cheer him on during events, and steer the course of the campaign, were rewarded with official sporting merchandise.

The integrated campaign generated a lot of engagement online with a huge boost in fan activity and Facebook reach – ultimately leading to double-digit sales glory.