Skittles Wins “Media Relations Campaign of the Year”

CHICAGO – Olson Engage’s Super Bowl campaign for Skittles was just named the top media-relations campaign of the year by the Bulldog Reporter, a major PR trade publication.

The campaign, “Marshawn Lynch’s Skittles Press Conference,” was built around a quickly produced video starring Seattle Seahawks Running Back Marshawn Lynch, which cast the famously media-averse football player in a Skittles-branded press conference where he candidly answered every off-beat question the brand asked him. Released the night before Super Bowl Media Day, where Lynch made headlines for avoiding the media, the video scored massive media coverage, drew more than 5 million organic YouTube views, and drove a significant sales increase.

It was submitted into four categories at the Bulldog Media Relations Awards, which are judged by journalists from publications including the Washington Post, USA Today, Forbes and the Oregonian. The categories were Best Response to Breaking News, Best Food & Beverage Campaign, Best Use of the Internet/Digital Tools and Best Use of Personality/Celebrity. It took gold in all of them, and was awarded the  Grand Prize as the strongest media-relations campaign out of hundreds submitted across more than 30 categories this year.

The full list of winners is available here.

The recognition continues a strong run of accolades for Olson Engage, which earlier this year won trophies in the Cannes Lions, North American Effie Awards, Shorty Awards and Insight & Innovation (IN2)  SABRE Awards. Those honors come just one year after the agency was named PR Agency of the Year by PR Week, Creative Agency of the Year by the Holmes Report and Most Innovative Agency by the IN2 SABRE Awards.

“Honors like these are only possible when you have great talent and clients who trust that talent,” said Olson Engage President Bryan Specht. “We’re grateful to have both.”