Skittles :::Wikis its homepage

BRAND: Skittles
BRAND OWNER:Mars
CATEGORY:Food
REGION:USA
DATE: Feb 2009 - Dec 2008

These days it is not unusual for a brand to give consumers some control over their website or marketing, be it Doritos inviting consumers to name a new flavour, or getting consumers to come up with a TV spot idea. But Skittles has gone one step further by completely relinquishing control of its own website. 

In a bold move, skittles.com features content drawn from all over the internet, with social media touchpoints including content from YouTube and Wikipedia, what people are saying about Skittles on Twitter as well as Flickr and Facebook.

Upon arrival to the site, visitors are greeted with the message: “Don't sweat it, this is still Skittles.com. It just has a new twist. Use this as your guide to find anything and everything Skittles that's online. Have fun".

The homepage is made up of Twitter comments including the word “Skittles”. Anyone who “tweets” about Skittles automatically gets their comments to appear on the Skittles homepage. The site has effectively been “Wikied”, providing a window onto all content created about Skittles within social media.

Visitors to the Skittles.com are accompanied by a small branded toolbar which allows for navigation between the various social media outlets.
Skittles has been criticized of copying Boston ad agency Modernista!, which pulled a similar move last year with its own website, although it is a first for a consumer brand.





























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