Date: 9/3/2009
Author: Karen Fewell
I am often asked to give examples of well known brands using social networking. So the recent changes to the Skittles homepage seems a good example to highlight.
Twitter, Facebook, Wikipedia . . . . . how do they all link together? Well in the case of Skittles they got rid of their homepage and re-directed it to a real time Twitter feed. Obviously many marketers thought this was a brave and risky decision as after all people could be writing anything about the brand. Media reports did not only cover the risk, they also questioned the appropriateness of Twitter. Twitter demographics don’t match the typical Skittles consumer with the majority of Twitter uses being older and not even having kids.
On day 2 of the campaign they re-directed their homepage to their Facebook page and at present if you visit www.skittles.com it now links to their Wikipedia page.
Over the top of the page, there is a navigation application that enables you to view the Twitter feed and the Facebook page.
I am interested to see how this campaign develops and if any other brands will take the risk. I personally believe that customers and consumers are highlighting their feelings about brands in social networks anyway. Campaigns like this enable brands to respond.
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