The first mob, “Valentine the Rainbow”, tasked fans with sending a Valentine’s card to an unloved meter maid. 43,037 fans participated and our unsuspecting meter maid was showered with Skittles love.We quickly followed with “Poll the Rainbow”, asking the mob what should be done next. Fans voted for a Skittles Gifting Tree and within 24 hours we outfitted a real tree with hundreds of packs of Skittles. Passers-by flocked to enjoy the fruit of the Rainbow.For “Scholarship the Rainbow”, fans collected 100,000 “Like’s” to award a student with a scholarship to bowling college. In one week our bowling scholar was handed a giant rainbow check for ten grand.We ended the year with “Crash the Rainbow” by crashing an 85-year old Grandmother’s birthday party with hundreds of fan comments, photos and videos. A photo album of the party was uploaded to Facebook and participants were tagged

From February 4 to August 31, 2010 the Skittles Facebook fan base grew from 3.4 million to 8.9 million, blowing away our goal of 1 million new fans. This lead to Skittles growing over 162% during the 7-month campaign and becoming the fastest growing branded page on Facebook during that time.Furthermore, using the generally accepted value of a Facebook fan ($3.60) based on the Vitrue study, Mob the Rainbow generated $19.8 million in equivalent media value.