When Skittles Met Twitter
A bold social media marketing experiment on the Mars brand's home page prompted a lively debate at the fourth annual Social Media Conference
By Kerry Capell
http://www.businessweek.com/managing/content/mar2009/ca2009038_020385.htm
On Mar. 2, Skittles, the colorful candy brand owned by Mars, transformed its home page into an online portal featuring a live Twitter feed alongside Facebook, Flickr, and YouTube content.
Instead of the usual corporate propaganda, the home page and "chatter" section became the brand's Twitter page, the video media and images pages became the brand's YouTube page and Flickr stream, respectively. Meanwhile, the "friends" section morphed into a Skittles Facebook fan page. According to Andy Hobsbawm, European chairman of online ad firm agency.com , which came up with the idea, the site received so many hits the first day it brought down Twitter. But just two days after its launch, Skittles was forced to rethink its social media strategy after users deluged the site with inane and often profane "tweets," the messages sent by Twitter users. READ THE REST ABOVE ON THE LINK.
Social media still stump the experts, but the rest of the article is still worth a glance. The relationship language in the opening paragraph was the most useful part of the story for me... but did it sell more Skittles?
FD
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