Case Study: Skittles achieves Gen-Z attention with TBWA Worldwide's Gaming Flute

Skittles drives 86K unique viewers with TBWA Worldwide's Gaming Flute

The candy brand Skittles, working with vendor TBWA Worldwide, faced the challenge of winning attention from Gen-Z consumers in a crowded market. Their goal was to disrupt Gen-Z culture with a dose of the brand's signature absurdity, specifically by engaging with the challenge gaming community.

TBWA Worldwide developed The Skittles Gaming Flute, a real classical flute converted into a functional game controller. They launched the campaign by live-streaming a celebrated challenge gamer attempting to use it over 72 hours. The results were significant, achieving 86k unique viewers, 4,390 Skittles mentions, and 21k chatters sending 209k messages.

Skittles