As far as the integration of social media and the wider web into brand marketing goes, Masterfoods has taken the approach pioneered by online agency Modernista! and run with it. They replaced the Skittles website with an overlay onto a Twitter search of the term “Skittles”.
Predictably, everyone and their dog raced to try out how much abuse the food giant could take on their public facing site before pulling the plug. So far they haven’t.
What do you reckon? Is it a stupid stunt which will go away quickly? Have marketers run out of ideas? Or is it a sign of things to come?