Traditionally, Chinese New Year (CNY) campaigns are all about family reunions and warm festive greetings, echoing the spring festivals’ sentiments. This year, DDB China Group changed pace with a new idea inspired by Skittles’ trademark sense of humour – known and admired by fans worldwide. The team in China infused the Skittles brand spirit in China’s most prominent festival to set the bar for engagement during the lucrative holiday season.
Turning tradition on its head. During CNY friends and family traditionally exchange paper or digital red packets with money to express their heartfelt greetings. This year, Skittles introduced a red packet with a rather frustrating difference. Instead of clicking once to unlock the cash gift, this red packet required a hefty 50,000 clicks to set free its equally epic reward: Skittles was giving away RMB50,000 to the competitor that completed the feat in the fastest time.