Some of you might have heard, this past Sunday was the Super Bowl. Here’s what happened:
- The Philadelphia Eagles claimed their victory over the New England Patriots
- Justin Timberlake brought down the house with what I would like to declare as the greatest Super Bowl halftime performance in history
All of that being said, what really has people talking is what Skittles did for their Super Bowl ad.
Here’s some background: About two weeks before the Super Bowl, Skittles made a radical announcement; this year’s commercial would only be shown to one person. The company selected a teenage “super fan” named, Marcos Menendez, as the only person to ever watch their Super Bowl ad. While Skittles did post video teasers of the ad on their social media pages, the only thing that was broadcast to the public was a Facebook Live Video of Menendez describing it and reacting to it.
With a marketing tactic so radical that the company joked about the possibility of firing the CEO over it, it is clear that everyone, including Skittles, thinks that this tactic is crazy. But is it crazy brilliant? I think yes!!
By using such an extreme approach, they probably created a lot more buzz about the brand than the actual commercial would have brought if it was broadcast to everyone. The insane idea to only show the ad to one person has made everyone else feel like they’re missing out and that they want to see the ad. So when they posted a Facebook Live Video of his reaction, the company successfully had about 50K viewers tune in. These viewers likely tuned in so that they can get the closest thing to watching the actual commercial. But seriously think about it…When have you ever been upset that you didn’t get to see an advertisement?!…HOW BRILLIANT WAS THIS IDEA?! Not only did Skittles make people want to see their ad, but it also proved to be a great way to get people engaged and talking about the company. While it was an unconventional approach, it definitely proved to be effective!