It’s not easy being a Chinese teen. Parents and study dictate their lives making their everyday world routine, restrictive, dull and predictable. They are told what to do, where to go, what to think and most importantly that their opinions and aspirations and are always irrelevant and wrong.
But what if teens were actually right? What if the teens take on the world around them was actually a better way to view the world and a better way to survive this dull and routine existence? Skittles mission was to let consumers share their own views on the world around them.
The Skittles ‘Twist The World’ platform was created so teens could say exactly what they wanted by sharing their own insights and philosophies on the world around them. These user-generated wisdoms were instantly sharable in multiple ways across the social networking portal Ren Ren as status updates, posts, messages and custom wallpapers. We took the best user generated wisdoms and then used them as the advertising for the Skittles brand on banners and forums letting consumers become the advocates and voice for the Skittles brand.
We also let teens submit their ideas of how the world should be twisted with Skittles and turned the winning ideas into viral videos that were seeded across the video sharing portal Tuduo.
Finally, we spread the fun and engagement time by totally revamping the site and activities during Halloween with a super creepy twisted takeover and again at Christmas with a twisted Santa theme, activities and viral video.
Skittles proved that letting your audience think and speak for themselves and the brand is far more powerful than simply telling your audience what to think…
Letting consumers challenge the routine world around them and empowering them to speak and share their imagination and creativity reflected the Skittles attitude and helped show that the average Chinese teen may not be so average after all.