Skittles Creates Flute Controller for PointCrow's 72-Hour Twitch Gaming Challenge

Skittles is pushing gaming into performance art, powered by breath, buttons, and chaos.

The Mars-owned candy brand has launched a Twitch activation built around a custom-made flute that doubles as a gaming controller.

On top of that, it's putting creator PointCrow at the center of a 72-hour livestream challenge.

Developed with Omnicom, the instrument transforms a concert-grade flute into a fully functional input device, forcing gameplay to rely on breath control, finger placement, and musical timing.

“Even when we do something other brands are doing, we try to find a very distinct Skittles way to activate it,” Ashley Gill, VP of brand and content marketing at Mars Snacking NA, said in a press release. 

“We know gaming is something our audience, which is largely Gen Z, is passionate about and very engaged with.”

The campaign capitalizes on the growing popularity of challenge-based gaming, where players intentionally make games harder through unusual rules or tools.

In this case, the challenge is both physical and technical.

Gill emphasized that authenticity is key as brands try to connect with younger audiences who are increasingly resistant to traditional advertising.

“On any platform, we have to show up in a way that's true to the brand, and it has to add value,” she added.

This thinking ties directly into Skittles’ playful brand identity, which centers on creating unexpected, surreal moments.

Inside the Streaming Room

The execution is as unpredictable as the idea itself.

PointCrow will be placed in a dedicated streaming setup for up to 72 hours, using only the modified flute to play through various games.

The streamer, who describes himself as “aggressively mediocre at all the games I play,” must learn how to play the flute in real time to progress.

Each in-game action is triggered by specific notes, breath intensity, or finger combinations, meaning success depends on both gaming skill and musical ability.

The Twitch audience plays a central role in shaping the experience.

Viewers can suggest challenges in real time, making it an interactive event instead of having those tuned in remain passive viewers. 

This interactive layer is where the campaign’s activations come to life, as the community directly influences how difficult or absurd each challenge becomes.

The choice of a flute was deliberate. Its compact design and key layout offer a loose parallel to traditional gaming controls, while still being difficult enough to create friction.

Meaning that the harder it is to play, the more entertaining the outcome.

Overall, the campaign aims to create a moment that feels native to gaming culture.

Skittles’ Twitch Gaming Experiment

The brand presents a strong example of how to engage niche audiences through unexpected activations and streamer participation:

• Challenging the user experience can increase engagement. This is especially true when it aligns with platform behavior and audience expectations.
• Interactive formats that let audiences shape outcomes can deepen connection and lengthen viewing time organically.
• Brand messaging can travel through entertainment-first concepts, allowing campaigns to engage audiences without direct product promotion.

The real test will be in the days after the stream: Can Skittles turn a one-off spectacle into sustained audience attention?

Mars Incorporated, Skittles' parent company, is one of the largest privately held companies in the U.S., generating about $55 billion in annual revenue in 2025.

Our Take: Are We Watching or Playing?

Instead of pushing a product message, the brand is creating an experience that audiences can actively shape.

We think the livestream format also reflects a common marketers' approach where smaller, targeted activations replace large, one-size-fits-all campaigns.

Most brands try to remove friction, smooth things out, and make everything seamless.

Skittles goes the other way. It makes the whole thing awkward, unpredictable, and even a little uncomfortable. 

But what else can you expect from a brand that had Elijah Wood deliver a personal Super Bowl ad to one lucky fan?

Marketers, take note. Not of the flute, but of the willingness to let go of control and trust the audience to make the moment interesting.

Many brands are using popular gaming platforms to reach younger audiences.

Recently, Amazon MGM Studios teamed up with Fortnite to bring "Project Hail Mary" to gaming ahead of the movie's release. 

Find the teams driving growth and engagement across every platform. Check out the top digital marketing agencies in our directory.