Skittles rainbow mob points way to real-world connections

03/22/2010 | Adweek

Skittles has been using its vast online social network to direct real-world efforts, such as delivering 45,000 Valentines to one traffic cop, through its "Mob the Rainbow" initiative, headed by EVB. Location-based services and brand- and consumer-generated augmented-reality offerings are helping more companies convert virtual connections into terrestrial ones.

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