Skittles Website. Great. Who cares?
ADOTAS EXCLUSIVE — There. I said it. If I read one more analysis of Skittles’ new website, I’ll… I’ll… I’ll…
Truth be told, I applaud the Skittles team for having the guts and openness to launch such an open website. I think it was a very smart move.
But it only takes a paragraph to report it. My problem was in the subsequent 1000 words of pontification in many of the articles about the new Skittles website, which included more Monday morning quarterbacking then the Monday after the Super Bowl.
1. Wasn’t there anything else happening newsworthy that day?
I read a lot of online marketing newsletters and websites, and I couldn’t escape the Skittles story. It was everywhere I looked. Maybe it’s unfair to expect some publications not to cover Skittles, but reading online, I get the feeling that fewer and fewer stories are getting covered. And too many of them seem to be about anything Facebook or Yahoo!’s new CEO. I guess that’s better than nearly a year of stories of Yahoo!’s old CEO.
2. Why was everyone dissin’ Skittles and Agency.com?
I might be tired of reading about Skittles, but I applaud what they did. It’s always easy to criticize campaigns, particularly new concepts like this. Quite a few articles highlighted the fact that on day 2, Skittles was exposed to negative tweets on the Twitter. Come on guys (and gals), don’t you think they knew that was probably going to happen? I give them extra points for not shying away from the controversy and keeping the page live. Most of the other criticism I read, though relevant, was probably vetted in their decision making process.
3. Who cares?
Despite my support for their efforts, it’s only Skittles. Had one of the presidential candidates done something like this, I would have been impressed, but a candy? Who cares? Yes, I know that Skittles has 600,000 more friends on Facebook than I do (and Skittles isn’t even alive).So what?
As I have already pontificated on the over pontification of Skittles enough, let me leave you with this one thought: Social Media is an enabler that can help facilitate change. Let’s use to impact the important things in our lives – the ones that really matter.
Reader Comments.
Well, I heard that their sales were up 6% in a slow season, so maybe you should care a teeny bit…
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