Skittles Web 2.0 Social Media UGC Blitz

I am always ready for a brainstorm. Call me at 866-a-web-guy.

Skittles candy by Mars Snack Food, LLC took full advantage of social media and user generated content (UGC) today in a Web 2.0 social media blitz. As I sit here and write this, I am in complete awe of their genius. So, what is the scuttlebutt on Skittles?

Skittles Candy Goes Full Web 2.0!

Skittles.com, the product’s Website, now has just a small navigation box to guide users through a broad grouping of Web 2.0 user-generated content (UGC) sites such at Twitter, YouTube, Wikipedia, and Facebook. The homepage now points to the real-time search at Twitter, which shows very near real-time results for what people are saying about Skittles. The “Media” link leads you to their YouTube account, the “Friends” link leads you to their Facebook page, and even the individual products lead to their Wikipedia page! It truly is the greatest show of appreciation and understanding of today’s social media and the value it represents.

Is the Skittles Web 2.0 Move Risky?

The move for Skittles candy into a complete Web 2.0 site is truly genius, but is the Skittles Web 2.0 move risky? I have heard concerns about of people using the #skittles hashtag on Twitter to promote themselves or to say mean things about Skittles. In fact, I have seen some not-so-pleasant things there already. Using the #skittles hashtag means that anybody sending a tweet on Twitter can have their message on the Skittle homepage just by adding “#skittles” to the tweet. With this concern in mind, it is hard to guess how long this will last, but in any case, it certainly is a bold move.

In my opinion, Skittles has embraced a trend of social media that is poised for tremendous success. Even if there was an attempted attack on Skittles’ Web 2.0 implementation, I truly doubt that it would be as strong as the Internet’s fascination with and respect for the move.

What do you think about Skittles’ Web 2.0 campaign?

I would like to hear from you. What do you think about the Skittles Web 2.0 campaign. Is it risky? Will it last? Do you like it? Please give me your comments.

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"Old School" Comments (hide / show)

roncallari

Check out my take on Skittle's experiment at:
http://inventorspot.com/articl...

Derek

I agree with Dieter (BigD55). Mark, you should make a blog about this Web 2.0 stuff. I'd love to learn more about it!

Jim Connolly

Hey Mark,

You make some very interesting points. It's gained them a lot of publicity, but it's also VERY easy for people to abuse what Skittles have done, for their own ends.

Mark Aaron Murnahan

Apparently the new Skittles Website is causing quite a stir. Some have even called it a "Skittles controversy". With all of the buzz it is getting, it would be a tough pill to swallow, but I do not expect the Twitter search to remain the homepage for very long. I have see a lot of #skittle spam, and some not very nice. Because there is an opportunity for abuse, there will definitely be abuse.

Interestingly, as I was typing this comment I found that Twitter is down and I see that Skittles has switched the homepage to their Wikipedia page. :-D

Jules

I'm not sure how I feel about the Skittles site. I guess it just doesn't "work" for me...think it will be short-lived. It's a creative idea, but I don't think this one's going to catch on.

Derek

Mmm... Skittles! nom nom nom :)

Everyone should try out their new crazy core flavors!!! I'm addicted to them. lol

I think it is a good idea what they are doing, but there are just too many people out there who like to ruin everyone's fun. I can't believe how much BS is being posted on twitter right now.

Mark Aaron Murnahan

Here are a few funny Skittles commercials worth watching on YouTube.

http://www.youtube.com/watch?v=h6M2lQxu46w

http://www.youtube.com/watch?v=GEsqELX5e4o

http://www.youtube.com/watch?v=5bip2pucLbo

http://www.youtube.com/watch?v=exgpW2_MbRM

http://www.youtube.com/watch?v=N06qgDxVTd4

This appears to be one of the very earliest Skittles commercials.

http://www.youtube.com/watch?v=56VcNnJ-J08

Enjoy!

Dieter (BigD55)

I don't know Skittles, first thing I noticed: On my Ubuntu using Firefox, the site doesn't work. On Virtualbox with XP it works. I am pretty new to this whole Web 2.0 stuff, starting to get it though. You could be like a comprehensive live course of this Mark! :-) True, this "skittles" site pulls it all together. I am going to RT it. If you have more of this "intuitive" web 2.0 learning stuff, I'd appreciate it.(And RT it) :-) But I don't recommend eating Skittles, they have "hydrogenated vegetable oils" which are not really manageable by the digestive system (more clogging) or maybe "Bacoffeeskittlegaretteabeer" :-). Go to mercola.com for more info.

Angela

I read some of the comments and wouldn't want them posted on my site. I agree that what they are doing is risky and would imagine that it's going to be a temporary thing or at least hope (considering some of the comments I read). My guess is that it will do more damage than good.

Mark Aaron Murnahan

Thanks Joel. I agree that it may be temporary, but the improper use of a #skittles hashtag should clearly not cause the trouble between Skittles and Twitter. This is simply because they do not own or register a hashtag. I am cheering for Skittles. I think it is very clever.

Joel

Honestly, what exactly can someone say mean about Skittles with the #hashtag. :) It's just a stupid candy. I'm sure they're not very worried about this and I can't see it being a problem. However, if someone were to start broadcasting porn links with #skittles that could create controversy but Twitter would pull their account anyway.

I am fairly certain this will be a temporary publicity stunt that will go viral and touch every major social network... you know, the ones that Skittles targeted like: Facebook, Myspace and Twitter.

Bravo Skittles!

SEO and Social Media Marketing Blog

Skittles Web 2.0 Social Media Blitz

Skittles Candy Goes Full Web 2.0!

Is the Skittles Web 2.0 Move Risky?

What do you think about Skittles’ Web 2.0 campaign?

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