Twitter and Skittles: An Experiment in Open Social Branding

In what may be a first from a major brand, Skittles has begun experimenting with integrating community comments and inputs into its online presence via Twitter Search and RSS feed.

The Skittles.com website has become a mashup of the brand and its community’s Tweet stream.

I am not sure what the short term or long term implications will be for the brand, but one thing is for sure this particular mashup approach is innovative by any definition.

Skittles.com

Skittles.com

In exchange for participating in the new Skittles.com website, visitors are asked to simply provide their birthday.

Skittles Audience

Skittles Audience

I suspect by day’s end with this simple request Skittles will have a more clear idea of who their online audience is vis-a-vis their average age.

Seems Skittles should have also asked whether their visitors were male or female – unless of course Skittles assumed the majority of their online visitors were going to be male.

The new Skittles home page still has a navigation box in the upper left hand corner where visitors can reach the brand’s website.

Taste The Rainbow

Taste The Rainbow

After being on the site for a while I received the following dialog box:

Return to Skittles Home Page

Return to Skittles Home Page

Unfortunately, I wasn’t ever able to reach the traditional Skittles.com home page from my Mac with  Safari or Firefox browsers.

I guess I will have to Tweet my experience with the new Skittles.com website on Twitter.

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