skittles : blue trucker at the request of our Facebook fans, we introduced the Blue Skittle to the UK! We started the month long narrative by letting them into the company - we visited the factory in the Czech republic, touched on product design, flavor decisions etc and finally we gave them an online tool to track and communicate with the delivery trucks!
But then, just as the delivery was getting under way, SOMETHING WENT WRONG! The trucker refused to come to the UK! For 8 days we had the Facebook audience offer "group therapy" to this bummed-out and needy trucker around Europe. All he wanted was someone to Like him, so that's what the FB fans did, in order to get Blue Skittles to their shores.
: campaign components : FB application w/ geo tracker + real time film/content production
: agency : tbwa london
....................................................................................................................................................................................................
blue trucker : summary film for the fans
the dialogue with the fans was nearly real time. in text, picture and video form they could gauge his mood and check his progress (or non-progress) with the geo-tracker tool. he would show approval or (more often) disapproval with the facebook groups efforts or even lash out at particular fans who posted negative comments about him.
