Sometimes you just have to make the most of the opportunities in front of you.
About a year ago, Skittles took one of their sweet looking custom vending machines (the same vending machines they give to celebrities) and offered it up to anyone that could convince them through either photo or video why they were a worthy recipient.
One (well actually two) of the responses came from Trale Lewous, a character played by Nathan J. Barnatt, a YouTube ‘celebrity’ that creates wacky characters and makes odd videos with those characters.
Predictably, his entry videos were a little… odd:
But that should come as no surprise, since Trale Lewous made odd commercials for Skittles on his own without any reward:
Since Skittles is an odd brand, they seized upon this odd opportunity, and delivered Trale his prize:
Since Trale was already a huge Skittles fan, the videos continued:
Skittles again seized upon the opportunity in front of them, and delivered a custom boombox to help Trale Lewous with his music videos:
A month later, another video emerged from the Trale Lewous/Skittles partnership:
By keeping the videos low-budget, Skittles doesn’t need millions of views to justify the campaign. Even a few hundred thousand well targeted views would be enough to make this campaign a success, especially when many of those views come from hard to crack communities like Reddit.
Now many brands would have called it quits after a series of successful videos, but Skittles decided to take their partnership a step further by making Trale the star of an online video contest, which they teased:
And then formally announced with their new official spokesperson:
RideTheRainbow.com is, as you’d expect, a bit odd, but it fits with the type of brand they’re trying to create, and appeals to their intended audience. (The same people that watch and enjoy videos featuring Trale Lewous.)
Since this whole thing started with a vending machine giveaway, the hope must be that by giving away a Skittles pinball machine, they’ll unearth the next Trale Lewous, and start the cycle all over again.
And with an endless supply of new talent flooding YouTube every day, doing whatever it takes to stand out, Skittles should have no problem finding their next star.