Skittles Relying Upon Social Networks

Skittles.com: Chat the rainbow. Taste the Rainbow.

I’m confused by the Skittles marketing campaign. They first phase started out with a weird commercial that made absolutely no sense but hey I remembered it which is what they wanted, right?  Now the second phase is a social media marketing campaign which is all the buzz on twitter and blogs. Is it going to last 15 minutes and fade away?  We shall see. I firmly believe that viral starts offline first so I hope that the lepricons on the other end of the Skittles rainbow are spreading product to us little peons around the world. 

The corporate homepage has incorporated their YouTube channel, Flickr photos, Twitter search on the word “skittles”, and wikipedia entries on “skittles”. Interesting at first glance but here are my questions/issues:

  • How can you rely upon a social network without a failsafe? The way the Skittles page is designed the twitter search comes up in the background and it looks like they’re not using the api. What happens with Twitter downtime? Would there be a failwhale? Do they or their agency have an official relationship with Twitter?
  • Viralness starts offline first and then online.  Does Skittles have any offline campaign attached to this? Conversation gets started in the offline world when people try their product and then it gets transfered to the online world. Sure us social media folks can talk about their brand but will that just last 15 minutes? They need to extend the bull curve of conversation.

Add your comment below on what you think of this Skittles marketing campaign.

-Randy
http://twitter.com/djksar

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2 responses to this post.

  1. Posted by Rich on March 2, 2009 at 7:34 pm

    This is acopy of the Boston ad agency Modernista!’s concept for their corporate web presence.Its been out for over a year and widely disussed in marketing circles. Skittles’ effort has already been hacked by the Twitterverse who realized that anything posted with the word ‘Skittles’ will appear on their ‘homepage’. Four letter word barrage has ensued…

    Reply

    • yep. I heard. Never heard of it though. Just surprised they wouldn’t moderate the comments by pulling a data from Twitter and elsewhere. Risky. Next week will be another campaign we talk about though.

      Reply

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