Skittles “Mob the Rainbow” is my favorite Skittles attempt to stay relevant – learn about it here. While their social site redo was a flash in the pan with an age restriction I just didn’t understand, their quirky spots adon’t make me crave their candy but this social campaign might just make me a fan
A week ago Skittles relaunched their website and it looked strangely familiar…reminiscent of Modernista’s unwebsite, Skittles.com’s site is merely a redirect to social networks, Wikpedia, YouTube and a couple of static pages.
Initially, the Skittles homepage was pointed at the results page for a “skittles” twitter search but within a couple of hours there were hundreds of inappropriate tweets making onto the results page. Hilarious for those of us with a juvenile sense of humor, but probably not what Skittles had intended. They have since redirected the homepage to their Wikipedia entry, but those twitter search results are still the redirect for the “chatter” section of the site.
There was no clear consensus within my Twitter friends if it was genius or a lame attempt to jump on the bandwagon. I can’t understand why would they attempt to feed off of a social network without someone who was actively twittering as the face of the brand? Unless of course Skittles the Cat (@skittles) is the mastermind behind the candy.
While I applaud the attempt to “go social” and I love the idea of the unwebsite, I really don’t think that it fits with the brand of the product. Once all the attention dies down from the new site, how is the unwebsite going to further the brand, continue to build awareness or make me want some Skittles? Just because the unwebsite is a great idea, doesn’t mean its a great idea for the brand.
Now if I could have had a hand in this site redo, I would have taken a look around the internets to see what people were already saying about the brand. Check out what I learned about Skittles in 5 minutes. Starting with my first two Google searchs (auto completes say a lot!):
So raise your hand if in the last few weeks you’ve noticed these ads EVERYWHERE online. While these ads annoy me to no end, I would kill to work on this account. This is one of the few accounts that has increased their spend recently and they are just blanketing the web. Not sure if
The recent IDC report released in November investiageted the differences between social network users and ‘regular’ internet users. The study discovered that social network users were less receptive to online advertising with only 57% of SN users clicking on at least one ad in the last year compared to 79% of all web users.
I don’t think anyone who is on a social network is really surprised. Facebook ads have become absolutely ridiculous. I really only see about 10 products that constantly rotate and no advertiser is really targeting me other than my gender, location or relationship status. Few advertisers take advantage of Facebook’s ability to get super targeted, especially the spam folks. You can display ads based on words included on my profile, come on make them relevant!
Sometimes I click on the spam ads just to make them pay them pay for my clicks. I know, I’m totally getting coal in my stocking this year.
I previously posted about Obama’s ability to connect to voters through his incredibly savvy use of the internet and hiring a team of people who knew how to harness its capabilites. For this reason he is being hailed as the first Internet President for being able to communicate and motivate via his internet marketing. His
Last summer I spent 2 weeks in Iceland…amazing place. In my preparation I read up on some history books and tourism information and stumbled on my favorite little nugget of information regarding the island. In 1972 a piece of iceberg drifting down from the pole to Iceland with a polar bear passanger. Before landing the polar