In a move that has everyone's keyboard waggin', Skittles has ditched their homepage and incorporated related pages from Twitter, Facebook, Flickr, and YouTube into their site. When you now go to Skittles.com, you are asked to provide your DOB, then you are greeted by the Twitter search page for 'skittles'. If you click on Media in the box to the top left, and then Videos, you get their YouTube Channel. If you click on Pics, you get search results for Skittles on Flickr. Finally, clicking Friends takes you to Skittles' Facebook fan page.
Not surprisingly, this bold move has Skittles as the top trending topic on Twitter, and it will probably be at or near the top for at least all of today. This move presents two obvious questions/problems for Skittles:
1 - Since Skittles is now pulling content from social sites, that means some pretty unflattering tweets and pics could be prominently displayed on Skittles site. As Li found, this is already happening.
2 - Skittles is now getting a TON of buzz for this move. Good for them, but there needs to be a payoff to doing this. Does the company have a strategy in place where this move is the first step in a larger process that will successfully leverage this buzz? We'll soon find out, but if this was a one-shot move, my feeling is that the buzz will turn into backlash. And to be fair, a lot of the chatter about this move is already negative. So for Skittles' sake, I hope they have a plan in place to build off of the attention they are getting now.
Will be interesting to see what happens next. Maybe I am giving Skittles too much credit, but I think this is just the first step of a larger strategy. What do you think? What should Skittles do next?