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olivier blanchard
Greenville, SC
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I am kind of torn on the Skittles thing: 1. I love that they are embracing Social Media this way. It's bold, it's smart, and they are decades ahead of everyone else. I have to tip my hat to the Skittles team. 2. Most of it still seems like a stunt to generate buzz, and the relevance of all Social Media as they relate to community building may suffer as a result. Granted, their Facebook community is solid. No question. But everything else seems a little... thin. What were people really talking about on Twitter two weeks ago? How delicious Skittles are? Or the fact that Skittles was on Twitter? My question here is twofold: a) Is the Skittles brand really so awesome that a community can truly gather around it, and b) how does this "engagement" really impact the company's long term sales? I just went to the Skittles website and it looks like MySpace threw up all over itself. Even as users build their own Skittles experience, how sustainable is this? I don't know... This reminds me of the ad agencies that highjacked WOMM a few years ago and made word-of-mouth about their ads and campaigns rather than their clients' products and brands. In other words, right tools but wrong execution. Whenever I see new tools and concepts used in a non sustainable way, I can't help but cringe a little. I really don't want to say anything negative about what Skittles is doing, but I want to exercise caution here: Just because the Skittles team has boldly jumped into Social Media doesn't mean that they are doing it right. Unless the engagement is sustainable and it all somehow increases sales, all we are looking at is just noise. I guess we'll just have to wait and see. ;) Great post and comments.
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