Being a developing nation, activity in Branded Content is still relatively low in South Africa/our country, but growing steadily. Gaming has a massive appeal in people's personal capacities and is gaining popularity daily as a tool for online marketers. There are tremendous opportunities for brands to grow into the space and offer original and interactive gaming experiences. It was the perfect opportunity for Skittles.

There are no restrictions or regulations around Branded Content from any organization other than the global norms for responsible marketing and advertising - it must not offend or discriminate anyone in any way. However, there are technical challenges, specifically, our national bandwidth is poor by global standards.

An interactive experience beginning with a Skittles smuggler failing to get past a fictional customs' official, then asking for users' help to smuggle Skittles into South Africa. Through the use of facial recognition technology the user had to pass interactive interrogations before placing his smuggled Skittles into our landing page - where he joined thousands of others and got an opportunity to invite friends to complete the experience.

This was supported through popular digital channels. We also created unique direct mailers for top bloggers. The bloggers' interest in the campaign added to its popularity online and fueled the campaign.

The blogger drops were exceedingly well received by the South African bloggers who rallied their followers and fans to experience the interactive Skittles online campaign. The bloggers not only posted the campaign to their respective blogs, but also to their social networks including Twitter, Facebook and Tumblr. The campaign hashtag, #SmuggleTheRainbow, trended several times throughout the campaign garnering over 50,000 views within the first few days of the campaign, successfully launching the brand philosophy in the country and established Skittles as a leading brand in the confectionery sector.