March 2nd, 2009

Skittles website embraces social media

by sage island

Have you seen the new Skittles website? Whoa. Talk about embracing social media.

The homepage lands you on the Twitter search stream for Skittles. Anytime a Twitter user mentions the word “skittles” in an update, it will show up on the homepage.

The navigation is a simple widget that directs users to Skittles’ YouTube, Flickr, and Facebook pages. When you click on a specific product, you’re redirected to the Wikipedia entry for individual Skittles products.


The new site is essentially an aggregator of all Skittles’ social media channels. It’s a great idea, and it’s certainly paid off this morning. Everyone is talking about it, and the Twitter stream is full of commentary on the new site and great press. For now.

But what happens when the chatter dies down? I applaud Skittles’ willingness to open themselves up to consumers this way, and for right now it’s working, but what happens when the Skittles Twitter updates become more sporadic? Will the Twitter stream homepage remain relevant? What will happen to the site when the novelty wears off?

I guess we’ll find out. For now, I’m enjoying the experiment. An approach this extreme may not work in the long term, but Twitter has earned some invaluable publicity for their bold move and hopefully cleared the way for more brands to integrate social media into their websites.

Regardless of how well the strategy works long term, we can definitely learn something from them about cohesive branding across multiple social media channels. Each profile fits together as part of a whole to create an identity for Skittles on the Web, which is how all social media profiles for a brand should work. Skittles has just taken it one step further by linking them directly to their website.

It's more than a message in a bottle.

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