Skittles has converted its site into a social media hub, using sites such Twitter, Facebook and Wikipedia in a bid to engage consumers. The brand, owned by confectioner Mars, recruited agency.com for the site redesign. The site now links to user-submitted information about the sweet brand on various social media sites: photos of sweet wrappers […]
Skittles has converted its site into a social media hub, using sites such Twitter, Facebook and Wikipedia in a bid to engage consumers. The brand, owned by confectioner Mars, recruited agency.com for the site redesign. The site now links to user-submitted information about the sweet brand on various social media sites: photos of sweet wrappers on Flickr, videos from the company’s YouTube channel, the Facebook fan page, its Wikipedia entry and real-time conversation on Twitter.
The move is a risky one, and the open nature of social media has already invited offensive comments, while some are using the exposure to advertise their own products. The site features a disclaimer on the landing page, asking visitors to enter their date of birth barring anyone under 18.However, early indications suggest the campaign is a success, with ‘Skittles’ being yesterday’s most-popular term on the micro-blogging site.
From: http://www.netimperative.com, 03/03/09
