Last week we posted on how brands can use games, rather than internal polls, to help improve the product development processes and create better marketing/PR campaigns with the public’s input. Today we bring you a much more “traditional” example of branded gaming or “gamification”: the “Rock, Paper, Skittles” project from Mars partner Catapult RPM.
In order to promote the popular candy line’s new “Originals” bags–which come complete with a “green apple” flavor to replace the classic “lime” variety–the company created a social/digital version of the simple “rock, paper, scissors” distraction enjoyed by children and drunk co-eds around the world.
Skittles, which describes its digital properties as “An endless color stream of bite-sized content”, organized the game and related contest as follows: Fans visit the URL and enter their favorite color into a round of “rock, paper, Skittles” by either taking a photo via webcam or manually choosing the color they want. Each participant will then face off against another random player armed with his or her own piece of candy.