Skittles Puts Twitter Comments on Homepage
Posted on March 2, 2009Skittles has redesigned its website to include live comments people are making on Twitter, a microblogging service. The site also pulls in data from other social networking sites including Facebook for the brand's "friends" and Wikipedia for information about its products. Carole Walker, Skittles' vp, integrated marketing communications, told AdWeek that "Skittles lives in a world that is unexpected."
A lot of brands have added Facebook pages and Twitter accounts to push their products but Skittle's move to include the latest Twitter comments directly on its homepage is unique. A lot of people are discussing Skittles right now on Twitter.The effort underscores Skittles' brand positioning, which Walker said was "a border zone ... Skittles lives in a world that is unexpected." In the past, that positioning has been reinforced with wacky ads from Chiat, but the site aims for a similar level of zaniness. The nutrition section of the site, for instance, is under the header "other gobbledegook."
Walker acknowledged that there's opportunity for consumers to vandalize the site and said the brand will monitor comments. "I would expect that users would contribute in a positive way but we could always take [negative or obscene comments] down if there's an issue," Walker said.
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