To be ultimately successful in the digital space, our challenge was to do something that hadn’t been done before while delivering on Skittles’ guiding principle “a world where real and imaginary intersect to create unexpected possibilities”.We developed Touch the Rainbow, a series of five Skittles online videos in which the viewer’s finger played a pivotal role in plot development. We made an interactive medium even more interactive through non-technological touch technology.The videos were spread through sources most frequented by teens: 1) YouTube within which we launched a Touch the Rainbow brand channel; 2) blogs consistent with teen interests; 3) a vlogger whose work was followed by teens and of course, 4) Facebook, the web mothership of teens.During the campaign, brand engagement went through the roof: there were more than 5,000,000 video views and 11,000 subscribers to the new channel. There was also a similar lift in brand passion. Viewers loved talking about and sharing the ads: there were 104,600 comments, 88,000 Facebook shares and 5,000 tweets. The audience even went so far as to create their own Touch videos. “Cat”, one of the five Skittles videos, had the distinction of being picked up in a Wrigley TV tracking effectiveness study. Sales in the eight week period after launch went up by 78% -- growing at more than 15 times the category rate. Dollar share rose by 1.6 points. People everywhere loved Touching the Rainbow.