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Skittles

Skittles. Donald, John, Alison. Skittles. Skittles and an innovative campaign launched by the marketers at Mars, inc embraced the fact that consumers, not the brand team, control their brand and image online.

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Skittles

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  1. Skittles Donald, John, Alison

  2. Skittles • Skittles and an innovative campaign launched by the marketers at Mars, inc embraced the fact that consumers, not the brand team, control their brand and image online. • Skittles.com was re-launched in March. Based on different social media sites linked together. • First major brand to take this approach.

  3. Social Media • Social Media is the act of using social influencers, social media platforms, online communities for marketing, publication relations and customer service • It’s the new style of marketing. • Examples: • Twitter, Facebook, blogs, YouTube

  4. Skittles Homepage • Skittles homepage offers a Chatter tab that directs you to Twitter. • Navigate to Skittles Media and it leads you to their YouTube channel for video or Flickr for photos. • Skittles Friends tab takes you to their Facebook profile. • It also brings you to Wikipedia for information about their products.

  5. Is It Working? • The day the campaign launched, Skittles was the leading topic being discussed on Twitter (more than 2000 tweets per hour) • According to Hitwise, traffic at skittles.com rose by 1332%. • In the first day, they had 582,604 Facebook Friends. • This is also saving the company a ton of money since these sites are all free! • It looks like their doing quite well and took the right strategy.

  6. Red Flags • Set to a certain demographic • Website wont let in people under 14 years old. • Older demographic lack computer skills? • No control over what people put on the sites • Competitors can use the website for their own advertisement. • False information: Mass Skittles Recall

  7. Questions? • Does all this talk really promote purchase?

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