Everyone needs a little gift-wrap during the holidays. That's why right before Christmas, Skittles let people “Gif Rap” The Rainbow. That's not a typo, Skittles gave people animated. gifs (which by nature can't have audio) and enabled people to sync them to rap tracks.

The .gifs featured Christmas characters having fun with Skittles. But the magic happened when people put them to rap songs, instantly transforming wholesome Christmas moments into hardcore rap videos.

People could then personalize their Gif Rap with a message and share it. For very little budget and no traditional media, the campaign was featured on dozens of blogs and was shared every few seconds on Facebook and Twitter. In just two weeks it generated over 8.4 million free media impressions.