“Touch the Rainbow” won a touch of gold at Wednesday night’s Digital Marketing Awards, where BBDO Toronto‘s campaign for the Wrigley Canada won Best Of Show.
The video campaign for Skittles had viewers touching their computer screens to “interact” with a motley assortment of strange characters. The Cannes-Lion-winning work won golds in the Online Campaign and Interface Design/Navigation categories at Marketing‘s annual event.
Within three days of launching, the Skittles videos had 1.5 million views, nearly doubling the campaign target of 800,000, and rose to the top of the viral video charts all over the world. They also elicited 104,600 comments, 88,000 Facebook shares, 5,000 tweets and attracted 11,000 subscribers to the Skittles YouTube channel.
BBDO (which also won gold for its “The End” Doritos campaign), along with all DMA medalists, were celebrated in Toronto Wednesday night at Maison Mercer. Other multiple gold medalists included Saatchi & Saatchi, DDB and Sid Lee.
The evening also saw UM’s Rebecca Shropshire named Marketing‘s Digital Media Rock Star for 2011. Promoted in May from director of digital on select accounts to her VP role, Shropshire has been instrumental in building UM’s digital marketing culture. She played a key role in the launch of Reprisemedia in Canada, the new centre of SEM/SEO expertise for Mediabrands, and she established an internal ad operations department at UM as well as implementing formalized training for all digital staff.
To see who else brought home DMA gold, silver or bronze, download the 2011 Digital Marketing Awards book.
