Skittles on Twitter: Brilliant or Insane?


Perhaps you’ve been seeing Tweets referring to Skittles and you’re probably wondering if the Twitterverse is referring to those colorful little candies or if it’s code for some Web 2.0 party you’re not invited to.

Just to clear the air: it’s about Skittles candy and something they’re doing with Twitter.

Skittles, under the advice of an ad agency, decided to redirect its homepage to a Twitter search page that tracks the keyword “skittles”.

Some people think this is brilliant Web 2.0 marketing integrating several third party sites like Twitter, Facebook, and Wikipedia to put Skittles in the public social media stream.

Others think this is the stupidest thing ever, and still others tearing it up as an idea meant to implode. (Reading the comments stream on this post is perhaps a good eye into the debate).

I give Skittles a thumbs up for being original and risky. It’s a pretty bold move and it’s going to be imitated by many more, mark my words. Whenever anyone steps out and disrupts the status quo it shakes up our thinking.

Whether you agree or not, it’s pushing the envelope of how people interact with brands and create conversations around products.

Seriously, would I be blogging and Tweeting about Skittles on any other given day?

Big NO.

But an interesting strategy… I definitely have time for that.

What do you think about the Skittles controversy?

Are you seeing copycat campaigns yet?

Is social media going to hell in a handbasket or are we entering a new phase of Web 2.0 marketing?

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About Nancy Marmolejo

I'm a soul-driven strategist who teaches entrepreneurs how to turn followers into fans and fans into clients using social media and heart based marketing. My approach integrates proven strategies and intuitive hits so each client finds her special way to stand out and sizzle in the spotlight.

  • http://www.michelepw.com/blog Michele PW

    Hi Nancy,

    I do believe we're entering a new phase of marketing, where consumers are going to demand more contact and interaction with businesses. That's why I think social media blogs are so popular, because consumers want to the social networking experience throughout the Internet.

    I don't think social networking is going to the dogs, in fact I think this is a good thing. Because now you, as a consumer, can have a voice. You can help shape and control your experiences with businesses. And, the flip side is this may sound all great for companies, getting people to tweet about them, but they need to be prepared for bad tweets as well (and if they don't handle the bad tweets, they're in for some really bad times).

    So as consumers, I think we should look at this is a way of taking back control. Having a say, a voice, in how we want to conduct business.

    <abbr>Michele PWs last blog post..Tweets and Peeps — The Social Networking Vocabulary</abbr>

  • http://www.twitter.com/MacSmiley MacSmiley

    When Skittles.com asked for my date of birth just to see the website, I was not amused:

    http://search.twitter.com/search?q=macsmiley+skit…

    <abbr>MacSmileys last blog post..MacSmiley: @arstechnica re the Halo 3 billion served: <a href="http://tinyurl.com/2sxu4u</abbr>” target=”_blank”>http://tinyurl.com/2sxu4u</abbr>

  • http://www.bobfirestone.us Bob Firestone

    Original? Check

    Bold? Check

    Good Idea? not so much

    They are spending huge amounts of money to get traffic to their site then redirecting it to a page that they have no control over. Seems like an exercise in stupidity in under the guise of corporate branding.

    What I am really impressed with is the Ad Exec who sold them on the idea. That must have been one hell of a sales presentation to get a giant corporation to to green light such a fantastically bad idea.

    <abbr>Bob Firestones last blog post..Radio Show</abbr>

  • http://www.vivavisibilityblog.com Nancy Marmolejo

    MacSmiley, I saw that DOB on there too and freaked! Maybe I'm too old to eat Skittles, I dunno…

    Bob: I agree the no control thing would worry me too, but that is what I think this was all about. However there were so many Tweets about how stupid the whole campaign was, it did indeed backfire. Maybe the ad Execs convinced them that any publicity was good publicity…

  • http://www.associationofmbas.com/category/blog Lisa Cummings

    I'm intrigued. I think it's wise of them to try something new. Who knows, I might eat some skittles this week. I certainly wouldn't have thought of them in the next year had I not read your blog post.

    <abbr>Lisa Cummingss last blog post..How MBAs Can Get Rich…In A Different Way</abbr>

  • http://www.hubpages.com/profile/Kimi+Rodriguez Kimi

    I use skittles in my classroom quite often for rewards as well as for math lessons. Skittles-taste the rainbow! I love em and think it might not be a great move to send their visitors astray but it will definitely put it in front of those who wouldn't otherwise think of them.

  • http://blog.planitwithlisa.com Lisa Almeida

    I give'em points for thinking outside the box (or bag, in this case) but it's not a tactic that resonates from an authenticity standpoint.

    It strikes me as a sort of cyber equivalent to streaking – gets people's attention for a few seconds and makes them laugh at you, not with you.

  • http://www.wendy.kinesisinc.com Wendy Maynard

    You can put me in the "stupidest thing ever" camp. I mean sure they are getting hits to their website, but if people are like me, then they are simply going to the site to "rubberneck the carnage."

    I didn't bother to click into their site.

    I think it completely disintegrates their brand. Plus, do most of the mainstream consumers understand what Skittle has done to their site? Most of the people that I know (not the blogging, twittering crowd) would click on that site and think, "Hmmm. Something is wrong with the Skittles website." and CLICK! Off they go to go to another website.

    Thanks Nancy!

    Best, Wendy

    <abbr>Wendy Maynards last blog post..Entrepreneurial Lesson #2: Every Relationship Matters</abbr>

  • http://www.vivavisibilityblog.com Nancy Marmolejo

    I don't think it was a smart move, obviously it created confusion and put off many people. But I still give them kudos for being the 1st to explore this concept. Mark my words, copycats are making plans as we speak watching this campaign.

  • http://www.prosperouscoachblog.com Rhonda Hess, Coachin

    Didn't we all blunder into Twitter at first? I agree with you Nancy, they get credit for at least being hip enough to try. But I don't like the way they went about it.

  • Francesca Frate

    I think this is brilliant!

    Social networking online is still in its infancy. Some people are still testing the waters. They want to jump in but aren't sure just how. Others know something or enough to get started but aren't quite sure what to do next.

    Along comes Skittles and they see potential and another way to get their name out there. Look what ET did for Reese's pieces.

    Who knows were social networking will take us.

  • http://www.askviki.com Ask Viki!

    I have a question; why? What can they tell us about Skittles in 140 characters that they can't tell us on an entire website? What are they going to tweet about? The Rainbow, the taste, recipes?

    It is an unique way of advertising but really, who doesn't already know about Skittles?

  • http://www.vivavisibilityblog.com Nancy Marmolejo

    Ask Viki: I think that's the challenge: What can they tell us about Skittles in 140 characters that they can’t tell us on an entire website? What are they going to tweet about?

    I'm watching this unfold like a good movie… popcorn and Skittles in hand. :-)

  • http://www.CreditCoach4U.com Marla

    I don't know whether it's brilliant, stupid, or something entirely different, but here we are all 'talking' about it. I can't think of the last time I even thought about Skittles….

    As for the birth date, I entered 01/01/99. and was rejected. Changed it to 01/01/89, and got on. I'm guessing you need to be 18, although I don't know why….

  • http://www.nicotinesolutions.com Lela Bryan

    It doesn't matter if you think it is a great idea or stupid idea…Skittles accomplished what they set out to do which is to be able to create a buzz around Skittles and have a bunch of adults talking about Skittles.

    It doesn't get any sweeter than that. Maybe next week we will hear from "Big Hunk" (he he).

    I always learn something from you, Nancy… I will never look at Skittles in the same way again!

    Lela

    Bryan

    I might have to develop a new program call SkittleSolutions as a sister program to my smoking cessation program NicotineSolutions