In 2010, Skittles had no TV budget, but still needed to drive sales.

So we detonated Skittles on Facebook by subverting our fans’ daily Facebook behaviour. We built them The Super Mega Rainbow Updater - a fully automated online machine - which received their status updates and transformed them into awesome films. In mere minutes! In just 2 weeks, our fans created 21,000 personalised, branded videos. Our Facebook activity increased by over 1000%. User interaction increased by 11,000%. Our fanbase swelled to 2 million - up 67%. And sales were up 30%. With no price reduction, promotion or TV!