Branded entertainment is in the early stages of development in Canada. While there are many online videos and an increasing amount of content, there is not much in the way of Branded Entertainment. While many brands are expanding to online video, many struggle with doing more than a longer form commercial. There are no restrictions, just a lack of execution with only a few brands creating branded content.

We created a 3:37 documentary of another bizarre story from the brand – the story of David Millwood, the man who was struck by a rainbow. Once a man made of flesh, David became a man entirely covered in Skittles.

What better way to drive viewers to a film than with a preview? A :15 teaser was used to create some intrigue and drive viewers to the documentary. Facebook ads, digital banner ads and in-game ads were also used to create awareness. We also leveraged our Facebook fan page. All media was directed toward our post-millennial target, along with movie/entertainment lovers.

David’s story was well received. The campaign delivered over 35 million (35,994,385) impressions and drove over 1.4 million views (1,418,926 clicks/views), exceeding our campaign goals by 68% and 74% respectively. In addition to this, it was featured as Ad of the Day on Adweek and was the 6th most viewed online ad in Canada in December 2014.