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2020 FINALIST BRAND EXPERIENCE: LIVE
UNITED STATES
Ari Weiss, Global Chief Creative Officer Jason Georgen, Senior Producer John Maxham, Chief Creative Officer Suzanne Koller, Executive Art Producer Colin Selikow, Executive Creative Director Heather Simon, Print Producer Nathaniel Lawlor, Creative Director/Copywriter Josh Lenze, Global Brand Lead Will Eno, Copywriter Erin Vick, Global Account Director Ruth Bellotti, Art Director Jacqueline Hines, Global Account Supervisor Diane Jackson, Chief Production Officer Jane Steinhoff, Global Account Executive Matt Blitz, SVP, Executive Producer Alec Stern, Director of Music Josh Drueck, Group Strategy Director Jonathan Palmer, Senior Strategist Richard Guest, EVP, Global Business Director Cristina Rodriguez, Head of Art
ICF Next
MediaCom
Smuggler
The Marketing Arm
SUMMARY
The reach and salience of the Super Bowl is unmatched. But how do you capitalize on it if you can't buy your way in with an ad?For Skittles, the answer was to re-imagine the Super Bowl Ad as an immersive brand experience -- promoting and performing a 30-minute Broadway musical instead of a 30-second commercial.By challenging all the expectations around Big Game brand behavior, Skittles proved impossible to ignore. Generating 1.56 Billion earned impressions over a 3-week window, and stealing attention in the year's most saturated marketing moment.
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CASE STUDY
CASE VIDEO
Hero Medium: Broadway Musical
Medium Featured On Video: ECOMMERCE,INTERACTIVE/ONLINE,OOH,PR,Broadway Musical
Audience: Current and potential confectionery buyers, 12+