Now when visitors go to skittles.com they don’t see the typical corporate branded site. Instead they get a fresh serving of social media. The home page is essentially an overlay of search.twitter.com displaying results for the term “skittles.” There are several other navigational features that Skittles has added to point users to other social media outlets such as YouTube and Facebook.
Essentially Skittles is attempting to leverage the power of social media to give their web presence a direct connection with their customers, and supply the brand with a steady stream of authentic user created content. Charlene Lin, author and blogger says,
They are controlling content in the most important sense, which is that they’re getting people to talk about and engage with the brand. It’s hard to get people to engage with a candy, but this is generating incredible buzz and PR. This is a big brand pushing the envelope toward what a brand will be in the future.
So, whats my take on this? I feel cheated. That’s right, I am not a Skittles fanboy! Here’s why, yesterday, I was knee deep in work, trying to get a project completed that I have spent the last year working on. While swimming in my pool of “to do” notes, I hear about this amazing new campaign that Skittles just launched. So I put down my work and immediately went to their home page. What did I find? A Twitter search page, with a few links to other sites that I am already familiar with. To sum up how I felt, ask Monica!
But Skittles doesn’t want to hear the thoughts of just one marketing geek. So tell us what you think of this campaign. Maybe Skittles will take note.