Tuesday, March 3, 2009
A friend of mine had sent me a link to the Skittles website yesterday. I figured this link would perhaps bring me to the website and show me the creation of a new flavour, a new packaging or a new partnership. However, instead it was something quite different. The skittles company has changed their website into their twitter page. By doing this when you log onto the website you are required to tell whether you are over the age of 18 (because skittles are quite scandalous), and then a twitter page pops up and a smaller navigating box stays in the left hand corner. This small box allows you the options to go back to home, games, learn about the company etc., quite the same type of stuff that is found on a typical page, however this information is now taking a back seat to the twittering that is happening on the main page. The main question to ask is, is this PR ploy risky or rewarding? When reading the twitter posts it is hard to tell. For example, some people enjoy the opportunity to tweet about skittles and express happiness with the product, while others take the opportunity to cut it down and insult the PR tactic that has been used. However, although there may be some bad publicity being brought up, the point is that it has got people talking. There are skittles conversations happening all over the place. Thus, the tactic has reached its goal, and therefore created a buzz around the product.
As well I believe this ploy does a good job or marketing towards an older age group. Using the frequently used social media Twitter, it allows the company to target adults as opposed to young children and broaden the interest in the product. It's even got me blogging about it!
Although it is risky I think it was a positive risk for the company because it brought the product into public interest, even if just for a short period of time.
What are your thoughts?
Risky or Rewarding?