Back in 2009, Skittles replaced its entire homepage with its Twitter stream. The only thing that was left was a widget-like navigation console in the upper left part of the screen: instead of pointing you to some company PR nonsense, it sent you to the Skittles entry on other popular social destinations: Wikipedia, Facebook, YouTube, Flickr. This initiative had a lot of negative consequences as the page got flooded with inappropriate and crude tweets from fans who were excited to see themselves on the homepage. It resulted in a lot of negative feedback for the company, as people suggested they were not ready for this. As a response, Skittles began restructuring their homepage and replaced the idea with a filtered Facebook page instead. Today, their homepage features posts straight from their Facebook page. You can click on them to read people’s comments. There are also links to all of their social networks scattered throughout.
Their emphasis on being social is strong and clear. Their facebook page has now more than 18 million fans and is one of the top 5 most visited business fan-pages on the web.
In addition, Skittles has decided to create one increasingly bizarre ad after another.
Check out the last viral campaign (Warning: The following video contains material that is inappropriate for audiences under the age of 17)
http://www.pocket-lint.com/news/41213/skittles-newlyweds-viral-raises-eyebrows
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