the skittles online campaign
DESCRIPTION
Presentation to the digital PR class at University of WestminsterTRANSCRIPT
Advanced OnlineCampaigns - Skittles
What is Skittles up to?
What is Skittles up to?• Diving head first into social media• No actual corporate content on
their site• Using user generated content as
the content for their site• Unfiltered search results
What is Skittles up to?• Could you be bothered to enter
your age and agree to terms?
• Is it a good idea to have unfiltered user generated content on your brand site?
What is Skittles up to?• “The jokes were probably a bit too
harsh for Skittles, which today switched the homepage from a Twitter search for "Skittles" to their Facebook application”
Did they achieve their marketing objectives?
What do you think their objectives were?
Did they achieve their marketing objectives?
• Brand awareness• Website people will return to
(engagement)• Traffic to site• Boost in sales is always the end
goal for FMCG product
Did they achieve their marketing objectives?
• Have you visited the site?• Did you know about it?• Was it aligned with an offline
campaign? *worldwide*• Does the website make you want to
buy Skittles? Call to action?• Will you remember Skittles rainbow
now?
Did they achieve their marketing objectives?
Hitwise saw a 1332% increase in hits to the site
on 3 March
Did they achieve their marketing objectives?
Did they achieve their marketing objectives?
Did they achieve their marketing objectives?
Did they achieve their marketing objectives?
• Class vote:– No
Was it a PR Stunt?
Was it a PR Stunt?• Must have been quick and easy to
build• Very radical approach• Would you visit the Skittles website
normally?
Was it a PR Stunt?
• Class vote:– Yes
Did they achieve their PR objectives?
What would their PR objectives have been?
What would their PR objectives have been?
• Generate buzz• Get published online and offline• Engage in conversation• Spur user generated content
Did they achieve theirPR objectives?
• The move has created a major buzz for the brand online and sent "Skittles" to the top of Twitter's list of most discussed topics. - Brand Republic
Did they achieve theirPR objectives?
• Terrific, self-propagating buzz, making the home page a Twitter search. It predictably stirred the Twitter community right up, the word Skittles “trended” to the top of Twitter Search and lots and lots and lots of word of mouth ensued. - Adweek blog
Did they achieve theirPR objectives?
• Class vote:– Yes
Do you think they will go back to a normal website
in a few months time?
Is it a good thing for social media or not?
