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Skittles.com – crazy or courageous??!!

March 3, 2009

There’s been a huge response to www.skittles.com – a site that hosts itself through Twitter and YouTube and is all about entertainment, fun and handing the brand across to consumers.

There’s no doubt that the site has achieved unprecedented buzz for the Skittles brand (great job!), no doubt at all. I really hope that there’s a long term plan and that some of the comments don’t have ‘repercussions’ (you’ll know what I mean when you visit)…

Two hopes:

1. that the conversation is sustainable. so you’ve built a following – where too next? I’m sure Mars and agency.com have thought of the next phase of keeping people energized and engaged, but for the life of me, I don’t know where they go from here. I hope they don’t think ‘job done, time to go home…’ Connected to this:

2. that the community isn’t disappointed. Brands need to move away from campaign mentality – whereby online audience and participation is created, then three months later it’s like the brand/site never really existed. Elf Yourself is a great example – in 2007 people didn’t know that OfficeMax was the originator until the brought the site down after Xmas. People still wanted to cede the video, but weren’t able – they were pissed. Sure enough OfficeMax did the same after Christmas 2008 – why?

Online marketing today succeeds at the intersection of horizontal and vertical communications (ED: stop the buzz-word speak!), where people feel like they have a voice, but that the brand cares about keeping this voice alive. Otherwise as good friend Phil Gomes puts it “it’s the empty calorie snack of buzz.”

Put up time Skittles – I hope you’re in it for the long haul!

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