Skittles just traded 20,000 page views (in a good month) to their website for 600,000 Facebook friends. Not too shabby. But was it a good idea?
There has been crazy buzz about the new skittles.com . If you haven’t heard anything, you probably aren’t using the “Internets.” But anyway, Skittles has linked together different social media sites through a very simple and small navigation menu that floats over any of the sites. Essentially the Skittles brand is now in the hands of social media junkies.
Skittles has surrendered most of their power to talk about themselves. Anything written about them is immediately publicized without filters. Many critics have said this is a horrible idea. But I say, “Why?” You don’t have to be a genius to predict that some people are going to pair the word “skittles” with derogatory words and phrases in their Tweets. Sure, that’s not the best but at least Skittles isn’t trying to hide it.
There are also some people who don’t like that the new site doesn’t have any practicality of a normal corporate site. But nobody was going to their corporate site, anyway. Again I mention, compare 20,000 site visitors in a good month to 600,000 Facebook friends in three days.
You also have to consider how Skittles has been branding themselves the last few years. They’re known for their incredibly creative and off-beat commercials (my favorite). Everyone was surprised when a fruity candy company actually made themselves relevant with their new advertising. You would think most people would be prepared for Skittles to extend their branding to their online face.
I think the most important thing that Skittles has done with their new website is show that they care about what their consumers are saying. Not only are they listening to them now, Skittles is allowing everyone else to listen in, too. Skittles may not have as much control over their brand but they are trying to be as transparent as possible.
In conclusion, I have been craving Skittles like crazy since the new Skittles’ site hype. Effective? Absolutely.
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