Media-Shy Marshawn Lynch Talks to the Rainbow

Inspiring a pop-culture phenomenon.

Skittles had spent months setting plans for its first Super Bowl ad. But after the brand’s biggest and best-known fan, Seattle Seahawks Running Back Marshawn Lynch, miraculously led his team to the game, the brand knew it had too big an opportunity to pass up. In less than a week, it created a video that perfectly played off the two things everyone knew about one of the biggest stars on the Super Bowl stage: He loves Skittles, and he hates talking to the media. The Skittles Press Conference video we launched on the eve of Super Bowl Media Day became a viral sensation, with more than five million organic YouTube views and 600 million media impressions. It also became a full-fledged pop-culture phenomenon, inspiring an SNL skit, drawing laughs on “Conan” and even making its way into the opening minutes of the Super Bowl broadcast. Most important, it drove a record sales increase.

Recognition

The program won “Best in Show” honors at the 2016 Innovation SABRE Awards and the 2015 Bulldog Reporter Media Relations Awards, and it is currently a finalist for PR Week’s Product Brand Development Campaign of the Year award.

In2 Sabre Awards