SKITTLES x Weber Shandwick: Fueg-Hole
Austin, TX
Challenge
SKITTLES wanted to stop people in their tracks with an experience that felt equal parts mystery, chaos, and candy-fueled curiosity. In response, we built the FUEG-HOLE: a pleasantly perplexing brand moment people couldn’t resist sticking their arm into—and definitely couldn’t stop posting about.
Approach
Our Operations, Studio, and Production teams took partner Weber Shandwick’s spicy idea and went full mad scientist. Together, we engineered a weird little world packed with custom builds, interactive surprises, and bizarrely delightful details designed to confuse, entertain, and pull crowds straight into the SKITTLES’ universe. A balanced blend of spectacle and social bait, the FUEG-HOLE rewarded curiosity with unforgettable moments.
Results
In just four hours, the FUEG-HOLE drew steady traffic, moved product fast, and turned premiums into must-have trophies. Guests lined up to tempt fate, shove an arm into the unknown, and walk away laughing, confused, and fully locked into the brand experience. The activation generated 1,1K media placements (including press release pickup) and delivered 755M earned impressions, proving that sometimes the weirdest ideas hit the hardest.
