The Skittles Online Campaign

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Presentation to the digital PR class at University of Westminster

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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?

Thank You

skype: jonin60secondsjonmichaelbishop@gmail.comTwitter.com/jonin60seconds