In an interesting move, Skittles decided to “relaunch” its website today. Rather than pursue the traditional, corporate route, the company decided to plug into the Twitter stream, featuring tweets about the candy from around the world. Anytime someone mentions Skittles, it shows up on the site.
There’s very little marketing speak. Hardly any Skittles imagery – just a small widget box with some navigation. Most of the links in the navigation take you to other social media sites: Facebook, YouTube, Flickr. In short, the site is nothing at all like a typical website.
So far the buzz surrounding the effort has been incredible. AdAge talked about the site, Mashable and ReadWriteWeb picked it up and hundreds of other blogs have linked to the site. As of right now, #skittles is by far the most popular topic on Twitter.
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Love the concept and will certainly watch with interest to see how the marketplace responds.