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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 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. • Skittles.com was re-launched in March. Based on different social media sites linked together. • First major brand to take this approach.
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
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.
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.
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
Questions? • Does all this talk really promote purchase?