You can check it out just by going to Skittles.com, or here: http://skittles.com/chatter.htm
Skittles the always popular fruity alternative to M&Ms is trying something different with their website and marketing. I'm not sure exactly what to make of it yet -- but it is certainly interesting.
The Skittles homepage is now showing the skittles chatter: any twitter post with the word skittles.
This new website gets at a few key issues that I find interesting:
First, copyright. Skittles apparently owns the trademark, and I expect that all of the twitter or other content is an appropriate use (skittles proudly acknowledges that this is not their site). I imagine this will see a courtroom soon enough if someone a tad more prominent than skittles starts doing it.
Second, marketing. How successful will this be? Or rather what is the purpose of a corporate website anyways? An even bigger question does this unfiltered attention get people to buy skittles?
I have a mixed response. First, I think that corporate websites are key when you are looking for a particular answer. Skittles has provided this with a small overlay which links to the "normal" or expected information. Next, Who would be put off by this site? I think there is a slight risk that the material be inappropriate for younger skittle consumers, but I think they have an age filter for this reason. Others may be confused because it doesn't make sense right away -- but the overlay again helps here. I think most people will enjoy the novelty.
But will people buy skittles? I think it's a possibility. This product on one hand is to me somewhat of an impulse buy. You either decide you need skittles because they are a very particular product or a good substitute for a similar product, or they are at the counter where you are shopping. I won't make a special trip to buy skittles because of their add campaign. Like most advertising, it might get their name in your head better or make them more appealing at the checkout, but I am not expert in psychology.
The benefit I predict is that new ideas for skittles will be shared and collected. (Skittle mixed drink ideas that may actually warrant a trip to buy them). But the implications of this idea outside of marketing are even more appealing. What a fascinating synopsis or study of the internet and everyone's thoughts on something trivial. How about the word "microfinance"? Or encouraging people to share ideas? Or locations? I think skittles (and twitter) is onto something . . .
(P.S. I wonder if this will post will appear there?)
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