Adding my commentary to many others that have chimed in regarding the skittles.com social media efforts driven by Agency.Com
- Bravo for the valiant effort; I am sure it took a lot to convince the Skittles brand to “dare to go there”.
- I do believe the concept of a “brand site” versus a distributed presence has a lot of merit; though I will not say I think this is the best execution I have seen on the space.
- Is there such thing as bad publicity? Skittles got a lot of buzz with this effort; and they have surely increased their presence in the mind of many.
- As you may gather from my blog name I believe in Social Media as a relationship channel / opportunity; where is the relationship effort here? Was this a “one night stand?” (I do recognize the Facebook Skittle moderator has been active; but doesn’t seem there is a programmatic effort behind that); who were they targeting and where was this suppose to go? I actually think they missed a great opportunity to use this as a beginning point to engage with, and invite engagement among, skittles fans.
- What were they offering as value? All of this seemed to have been set up to have people reflect on their own comments/content, but: to what effect? There has to be something to be accomplished in an effort like this; even if only entertainment (which I consider highly important) but even that seems to have been missed here; what was the point?
- The user experience itself was very confusing; and demanding a lot from the user (how many normal individuals can be dropped in the Twitter search page and figure out what is happening and what to do next?); once again: who were they targeting? And how do they think this was going to work for that target audience?
What do you think?