Let’s take a look at what this campaign really means. First, it may not be original, but it was well timed. Twitter has now become mainstream, 6 months ago this may not have been as impactful. It was an interesting observation in human behavior as people tried various tactics to get their name on the Skittles homepage. It may have brought out a few radicals here. The one great thing about social is the uncensored nature of seeing the raw comments. However, for a corporate site this may not always be what one is looking for. Rather than repeat the tweets I will let you search for yourself if it interests you.
When they moved on to a Facebook fan page speculation moved to it being easier to control or filter posts, triggering rumors that the tweets were too offensive. This may not have been the case at all, as it seems they planned to test a variety of treatments all along. For the most part the fan page was well received based on the comments, although again the translation to increasing sales has most in marketing scratching their heads.
It was the move to a Wiki that had me a bit bewildered as I had predicted they would have moved on to a MySpace next to gain a comparison of the three. Whatever they try next the knowledge gained from this campaign will be most valuable. They not only successfully generated buzz about Skittles and Twitter, but they now have acquired valuable information that can be used to shape future campaigns.
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