Smartphones introduced a more intuitive form of interaction, our index finger, to replace the keyboards on previous cellphone models. Skittles launched a series of commercials alluding to this behavioural change. They instructed viewers to put their finger on the screen and watch as it played a pivotal role in the video. This added an interactive element, such as a cat licking their finger, or a car crashing into it, without actually leveraging touchscreen technology.

In two days, Touch the Rainbow videos had over 1 million views. The campaign generated over 60 million media impressions at the time and Skittles’ market share went up 39% in four weeks.