Wrigley's Skittles is integrating its brand within the OvenBreak mobile application to engage consumers with its products and be kept top of mind. 

Integrating its brand within a mobile game is a smart move on Skittles? part. Mobile gaming is continually and this campaign is a great way to drive awareness.

"The Oven Break app splash screen appears very busy with 8 options to choose from," said Simon Buckingham, CEO of Appitalism.

"I don't know why they include a Christmas section in July but I guess some people start planning early," he said.

"The Skittles advertising is somewhat lost on this busy splash screen and it's not clear how consumers interact further."

Mr. Buckingham is not affiliated with Skittles. He commented based on his expertise on the subject.

Skittles did not respond to press inquiries.

Taste the rainbow
When consumers open the OvenBreak mobile app, they can clearly see a bag of Skittles prominently featured on the top left of the application.

From there, users can press the Start button where they can play the OvenBreak summer special, which features Skittles.

The main character must run, jump and slide through the level until he reaches the end.

Throughout the game, he must collect branded Skittles candies to earn points.

New opportunities
Using a mobile game to raise a brand?s profile in the space is effective.

However, not many marketers are taking advantage.

HSN is one of the few companies that has done it well.

Last year, HSN teamed up with PlayFirst to roll out a new update to the Cooking Dash application that incorporated chef Emeril Lagasse?s cookware and kitchen electrics line and let players buy the products without leaving the app.

The new venue showcased a Mr. Lagasse avatar and let players interact with virtual representations his cookware and kitchen electrics line (see story).

"Overall I think this is a poor sponsorship program for Skittles and it's not clear why they are working with this new, unattractively designed app," Mr. Buckingham said.

Final Take