Skittles' Web Auction Lets Fans Bid for Collectibles with Social Media Likes

By: Laura McQuarrie - Jul 2, 2015
References: skittlesauction & marketingmag
With its fun-loving spirit, Skittles may be the last brand you'd ever expect to host something as highbrow as a web auction, but this is exactly what the candy brand is doing.

The 'Auction the Rainbow' microsite contains a collection of branded items, from furniture pieces and tiaras to headphones and soccer balls. In order to place your bid on any of the unusual items, people must collect likes to their Facebook posts in order to up their bid value.

In an age where young, tech-savvy Millennials have more social currency than real money at their disposal, the Skittles Auction is just one example of how the term "rich" is being redefined by influential users on social media.