The Skittles Holiday Pawn Shop Trades Candy for Unwanted Gifts
Rebecca Byers — December 31, 2015 — Marketing
References: skittlespawn & upi
The Skittles Holiday Pawn Shop was a four-day pop-up event held in Toronto that allowed consumers to trade unwanted items for bags of the brand's candy. The unique activation featured a dynamic YouTube campaign featuring a fictitious owner and took place in a storefront on Toronto's Queen West shopping strip.
While it may seem too good to be true, the Skittles Holiday Pawn Shop was conceived to benefit the Goodwill ReUse Center in Scarborough, to which the items in good condition will be sent.
The pawnshop-inspired Skittles holiday pop-up is an entertaining way for the brand to engage fans, while also benefiting a good cause. The campaign featured a dedicated website on which consumers could get their items appraised for approximate value in Skittles before visiting the shop.
While it may seem too good to be true, the Skittles Holiday Pawn Shop was conceived to benefit the Goodwill ReUse Center in Scarborough, to which the items in good condition will be sent.
The pawnshop-inspired Skittles holiday pop-up is an entertaining way for the brand to engage fans, while also benefiting a good cause. The campaign featured a dedicated website on which consumers could get their items appraised for approximate value in Skittles before visiting the shop.
Trend Themes
1. Pop-up Trade-in Shops - Creating temporary shops where consumers can trade unwanted items for a brand's products presents opportunities for engaging with customers and supporting charitable causes.
2. Dynamic Youtube Campaigns - Implementing creative and interactive YouTube campaigns can help brands generate buzz and increase brand engagement.
3. Brand Partnerships with Charities - Aligning with charitable organizations can not only benefit a good cause but also enhance brand reputation and customer loyalty.
Industry Implications
1. Candy - The candy industry could explore the concept of pop-up trade-in shops to create unique experiences and increase customer engagement.
2. Online Retail - Online retailers can leverage dynamic YouTube campaigns to create entertaining and interactive content that resonates with their target audience.
3. Nonprofit - Nonprofit organizations can seek brand partnerships that involve creative activations and events to raise awareness and support for their cause.
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