The Skittles brand operates at the intersection of the real world and the imaginary. In last year’s successful 'Touch the Rainbow' campaign we gave Skittles' fans the world’s first non-technological touch technology, which acted as a bridge between the imaginary world and the consumer’s real world. This year we wanted to let people touch things they could never touch before, in more ways than before. So by allowing them to 'touch' untouchable characters in 5 new videos, call the characters using phone numbers found on billboards and engage in a digital Easter egg hunt, we brought the imaginary world of Skittles to their real lives in more ways than ever.

“Touch The Untouchable” used our non-technological touch technology to give people the opportunity to touch things they could never touch before. Through 5 online videos Skittles fans got to touch things like a Cyclops doctor, a Sasquatch even a Werewolf Baby. We also gave people new ways to Touch the Rainbow via an out-of-home campaign that led people to call characters from the videos.To keep the buzz going after launch, another “Untouchable” character appeared around Easter weekend. The Easter Bunny hid digital Easter eggs inside each of the 5 videos in the form of hidden YouTube annotations. A few days before Easter we released clues to our fans telling them how to find the eggs. By clicking on objects in the videos, viewers were redirected to secret videos and websites that gave character back stories and special access to interact with the objects they clicked on.

'Touch the Untouchable' was a Canadian focused campaign that so far, has more than tripled the client’s viewership targets. The campaign reached over 1m views in just 2 weeks and was picked up on 843 blogs. We received thousands of Facebook shares and tweets. Plus, there were nearly 200,000 views of the hidden Easter content in the campaign, on-top of the additional views they added to our videos. In total, the campaign generated over 41m earned media impressions.