Yesterday a bomb dropped on the socialsphere (and rainbow tongued candy eaters) a major brand Web property was transformed into a, well how would we describe it mash up doesn’t quite fit, umm a mutant social engagement. Welcome to the Skittles Interweb.
Innovative absolutely. The way it should be done? Yet to be seen. It has the industry spinning and splitting in opinion. I will hold my judgment until I see it play out further. This is a completely new approach for a big consumer brand in how it engages with its customers and online audience – the two being overlapping but separate market segments. I will say my initial reaction was a question of whether the social media networks brought into play (Twitter, Facebook, Wikipedia, Flickr, YouTube) align with their core target market. Case in point Twitter – now their new homepage – is in high use by bloggers, media and others in professional segments, it’s a microblog. But kids, teens and the average Joe have little interest in Twitter, let alone understand why others use it. Is this a meaningful experience for their consumer base? Leading to my next initial reaction around usability. The floating widget, which acts as the branded navigation menu, is cool but offers a new if not disjointed and confusing experience for the average user with a low interactive IQ.
Big points to Skittles for listening to your customers, letting the people define your brand, and taking such a big risk. It’s everything we preach and dream of as Web marketers. Brilliant or bust we love you for the great case study.
(Note Modernista did it first but they are not a major consumer brand so different scenario in my opinion.)
What others are saying:They are onto something…
It’s the worst thing ever…
http://www.thisisgoingtobebig.com/2009/03/skittlescom-is-the-worst-thing-to-ever-happen-to-social-media-branding.html
Skittlemania disrups the day…
http://experiencematters.criticalmass.com/2009/03/03/skittlemania-disrupts-the-web-for-a-day/
Conversation on the WSJ…
http://blogs.wsj.com/digits/2009/03/03/what-are-you-doing-skittles/
