Thursday, October 01, 2009

Candy Land - Website Reviews

For a change, not here to rip on why something is bad - instead, applaud a brand for understanding social media and taking a risk. (and then rip on someone for being incredibly bad)

Skittles has completely revamped their website and decided to, in a way, turn it over to the fans.

When you go to, you are sent through to their facebook page, which has a Skittles branded box in the top left corner that allows you to select different options. Each options bring you to different social sites. Some options to click in the box are:

"Chatter" - brings you to the Twitter Search page looking at what people are saying about Skittles; the good, bad, ugly. Some examples:

Really cool, and of course they could be getting lit up - but they aren't. Because Skittles are the color of the f'n rainbow, taste damn good, and make people inherently happy. A very calculated risk if I ever saw one. We skip the PR bullshit and hear what real life human beings have to say.

"Friends" - brings you right to their facebook page with almost 3.5 million fans. Running promotions, sharing content, active wall, etc. Some brands complain their facebook page doesn't get any traffic. Well chances are your product just isn't relevant and you are not putting any effort into driving folks there.

"Media" - Has all their commercials hosted on their youtube page. No need to skip over these, its up to you to watch them. And their not replacing their television spend, just adding to it.

Now I think this is a great example of how a brand can think outside the box - understanding the depth of the media shift and having a go at something that will drive some buzz.

Meanwhile Hershey's is running a stupid ass and incredibly tired promotion giving away NCAA tickets with literally the lamest copy of the year

"I'm A Big Fan" - really? Who the hell on gods green earth says that repulsive shit? And why do companies still get a huge boner out of any promotion that has user-generated content? Meanwhile they haven't a clue what the hell it means. Listen, we don't care that some schmuck Ohio State fan thinks he or she is "A Big Fan"... and of course its only the Big Ten schools that think this shit matters. Nearly every conference has zero video entries, a couple have 2 or 3, but the Big Ten has 14. And then all the videos are predictably awful, lacking any creativity - how does no one tie in a "hershey squirt" after a big interception or something to prove they are a "Big Fan"... not only does the website and promotion suck, Hershey fans and Big Ten fans suck as well.

So where do I net out... I am going to buy a big ass pack of skittles, cause they taste good and they proved not be stupid, lazy, sheep. Then I am going to video tape a Skittle Squirt and post it on their youtube page.

Skittles: A
Hershey: F
Big Ten Fans: D-


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