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Will Online Social Networks Help Rebuild Skittles Brand?

How far would you go to build your brand? Would you turn your website’s homepage into a snaphot of what people are saying about your product via a twitter feed if you knew it would generate buzz and make your website go “viral?” That’s what the marketers of Skittles were banking on when they launched their new homepage. Check it out.

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How far would you go to build your brand? Would you turn your website’s homepage into a snaphot of what people are saying about your product via a twitter feed if you knew it would generate buzz and make your website go “viral?” That’s what the marketers of Skittles were banking on when they launched their new homepage. Check it out.

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In just a few hours, Skittles has became the number one topic discussed on Twitter, a social networking community that reaches over 4 million users monthly. Skittles is also integrating other online social networks. The “Friends” navigation button links to their Facebook fan page and their “News” page links to their YouTube page.

While Skittles has already generated some earned media about their new creative campaign to build their brand and be transparent, will this tactic increase sales? Is using Twitter even the right target demographic given that 47% of users are between the ages of 18-34 and 31% are between the ages of 35-49? For example some of the tweets have nothing to do with the actual candy but are using the Skittles hashtag to promote their own
campaigns or ideas. “Pro Iraqi Refugees need your help. Click here to sign the petition:  #Skittles. [Please RT!), or  “WFMU Fundraising Marathon now underway. Tune in: or pledge at wfmu.org #Skittles.”

Other people on twitter are just talking about the creativity behind the campaign from a marketing and branding perspective and question how long the buzz will really last. At the end of the day Skittles needs to sale candy and make sure it does not fall off of consumers radar. Will turning their website into snapshots of their online social networks do the trick?

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About the author

Allyson has been named one of "Top Tech Titans" by the Washingtonian, one of the Most Influential Women In Tech by Fast Company and one of the top 30 women entrepreneurs to follow on Twitter by Forbes for her leadership role in technology and social media. As Founding Partner of Rad Campaign she leads the firm’s client and online strategic services. For over a decade Allyson has helped non-profit organizations and political campaigns create dynamic and award-winning websites and online marketing and recruitment campaigns

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