Even though some social marketing pundits thought that the Skittles Twitter trick as a great social media trick, I personally believe it was a great failure.
Not having learned from its previous failure of turning the www.skittles.com home page into a Twitter search feed for Skittles, they have now forwarded their home page no more than to their YouTube page http://www.skittles.com
The Skittles Twitter Trick
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- Skittles Twitter trick
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- Skittles YouTube trick
When the Skittles Twitter campaign first launched, it was one of the hottest trending topics on Twitter. Most of the social media bloggers were saying “SKITTLES GETS IT!” but all they did was turn their home page into a constantly revolving loop of people saying “OMG SKITTLES LOVES TWITTER.” It almost seemed to be an ad campaign for Twitter vs one to enhance the Skittles brand.
One of the problems was that it was an extremely passive strategy (just like the YouTube trick now), there was no real community outreach, and it came to be pretty self-centered in the first weeks.
Once again, Skittles is breaking one of the first cardinal rules of social media — it is leading with a tool without reaching into its community. The Skittles home page is now the YouTube Skittles page.
Do you think that by changing their home page from the Twitter feed into the YouTube page they are finding more community engagement ? What do you think ?
In any case, I personally believe that is a very poor digital marketing strategy for Skittles. I am 100% convinced that they can do better.
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- Skittles Twitter trick
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- Skittles YouTube trick
