Skittles, bold and daring or lazy and dangerous?

Tuesday, March 3rd, 2009 | Social Media

skittles.pngAs 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.

The commentary is divided, but like whenever some new way of interacting with social media is tried out for the first time, the attention given to it is enormous.

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?

8 responses to “Skittles, bold and daring or lazy and dangerous?”

  1. Tom Voirol says:

    New blog post: Skittles, bold and daring or lazy and dangerous? http://voirol.com/blog/?p=18

  2. Tom Voirol says:

    New blog post: Skittles, bold and daring or lazy and dangerous? http://voirol.com/blog/?p=18

  3. voirol says:

    New blog post: Skittles, bold and daring or lazy and dangerous? http://voirol.com/blog/?p=18

  4. KateGamble says:

    Must be so hard being a big brand, stick your neck out and try something and get slammed!

    I now know twitter has moved from the realm of ‘niche’ because it was on Rove on Sunday night… Twitter is now aligned with the likes of Hamish and Andy, Kevin Rudd, Peter Helliar… My next tweet will have to be ‘Say Hi to your mum for me…’ heh

    Sign of things to come, but not sure of the value play as yet.

  5. Tom Voirol says:

    Very true, Kate. @ev (Evan Williams, co-founder of Twitter) reckons Twitter will go mainstream in the next five years. I think he’s being overly conservative in his estimate. In three years at the outside Twitter will be as “de rigueur” as Facebook is today.

  6. [...] Skittles, bold and daring or lazy and dangerous? – Tom Voirol on Skittles' bold/dangerous move… If nothing else, it's remarkable – and isn't that a good thing? I'm intrigued as to why else you'd mention skittles on Twitter? [...]

  7. Gavin Heaton says:

    Just quietly, I think this is a great and daring move. It’s crazy to try and assess success so early on – sales figures will take some time to filter through and so on.

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