Mediacom and Masterfoods found that 15-24 year olds respond well to campaigns with which they can interact. Research suggested that a communication platform that was built on the "Rainbow of possibilities" and depicted being with friends in their comfort zone, enabling playfulness would work well.

1) Engage the 15-24 year old target audience, not just build awareness 2) Drive rate of sale in impulse and grocery 3) Convert users up the loyalty ladder

The Skittles big summer concept gave 2 teams (5 girls & 5 boys) the chance to have the ultimate summer. Teams attended a summer festival as VIP's, held their own exclusive VIP film screening plus took part in an action adventure weekend. All activities were blogged on the skittles big summer website where over 2000 people voted for who they felt had the greatest summer- One lucky voter subsequently won VIP tickets to see Robbie Williams.

Skittles Big Summer encouraged engagement, playfulness and sharing with friends. 118 teams entered their group of friends to become a team, 6534 people voted for the team they thought had the best summer. Advertising effectiveness research indicated the following: Spontaneous awareness increased from 26-44% for the emap audience, consequently purchase intention has also increased from 35-52% for the emap audience.

The use of cross media in this campaign allowed Masterfoods to engage with their target audience and not just raise awareness. Presence on YouTube lead to further enhancement of the brand and promotional campaign within an environment that young people trust.