Posts Tagged ‘viral campaign’

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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Oreo’s – How do you eat them?

 

Growing up I used to eat Oreo’s all the time and now in my “older” age I eat the 100-calorie snack Oreo’s.  I’m more of a spliter – where I split the Oreo in half and lick the white frosting – oh so good!  Well, lucky me (and you), Oreo (parent company Kraft Foods Global Inc., Northfield, IL 60093.) has paired up with YouTube in getting users to submit a video of their favorite Oreo and milk moment.  Winner gets featured on the YouTube homepage for a day — pretty cool!  I checked the rules and I don’t need to pay taxes on the estimated value of the YouTube homepage presence. Although while viewing the size 1 font I did notice the following:

Entries will be judged by a panel of experts under the supervision of an independent judging organization (“Judges”), whose decisions are final in all matters relating to the Contest. Entries will be judged on the following criteria: Originality (1 – 25 points), Creativity (1 – 25 points), Positive Brand Imagery (1 – 25 points); and Depiction of Theme defined as “Tell a story of an OREO & Milk Moment” (1 to 25 points).

hmm..”panel of experts” – how are those determined?  Who knows but make sure the video you submit is worthy of being on the YouTube homepage and portrays the Oreo brand in a positive, fun, and youthful way.  Oh and based on the “helpful tips” section, make sure you are respectful of the Oreo Cookie and the serving size on the Oreo cookie packages of 3 regular Oreo or 2 Double Stuf cookies per person (not kidding go to the site and read the tips.).