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The Skittles Online Campaign

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Presentation to the digital PR class at University of Westminster

Published in: Technology, Business

The Skittles Online Campaign

  1. 1. Advanced Online Campaigns - Skittles
  2. 2. What is Skittles up to?
  3. 3. What is Skittles up to? <ul><li>Diving head first into social media </li></ul><ul><li>No actual corporate content on their site </li></ul><ul><li>Using user generated content as the content for their site </li></ul><ul><li>Unfiltered search results </li></ul>
  4. 4. What is Skittles up to? <ul><li>Could you be bothered to enter your age and agree to terms? </li></ul><ul><li>Is it a good idea to have unfiltered user generated content on your brand site? </li></ul>
  5. 5. What is Skittles up to? <ul><li>“ The jokes were probably a bit too harsh for Skittles, which today switched the homepage from a Twitter search for &quot;Skittles&quot; to their Facebook application” </li></ul>
  6. 6. Did they achieve their marketing objectives?
  7. 7. What do you think their objectives were?
  8. 8. Did they achieve their marketing objectives? <ul><li>Brand awareness </li></ul><ul><li>Website people will return to (engagement) </li></ul><ul><li>Traffic to site </li></ul><ul><li>Boost in sales is always the end goal for FMCG product </li></ul>
  9. 9. Did they achieve their marketing objectives? <ul><li>Have you visited the site? </li></ul><ul><li>Did you know about it? </li></ul><ul><li>Was it aligned with an offline campaign? *worldwide* </li></ul><ul><li>Does the website make you want to buy Skittles? Call to action? </li></ul><ul><li>Will you remember Skittles rainbow now? </li></ul>
  10. 10. Did they achieve their marketing objectives? Hitwise saw a 1332% increase in hits to the site on 3 March
  11. 11. Did they achieve their marketing objectives?
  12. 12. Did they achieve their marketing objectives?
  13. 13. Did they achieve their marketing objectives?
  14. 14. Did they achieve their marketing objectives? <ul><li>Class vote: </li></ul><ul><ul><li>No </li></ul></ul>
  15. 15. Was it a PR Stunt?
  16. 16. Was it a PR Stunt? <ul><li>Must have been quick and easy to build </li></ul><ul><li>Very radical approach </li></ul><ul><li>Would you visit the Skittles website normally? </li></ul>
  17. 17. Was it a PR Stunt? <ul><li>Class vote: </li></ul><ul><ul><li>Yes </li></ul></ul>
  18. 18. Did they achieve their PR objectives?
  19. 19. What would their PR objectives have been?
  20. 20. What would their PR objectives have been? <ul><li>Generate buzz </li></ul><ul><li>Get published online and offline </li></ul><ul><li>Engage in conversation </li></ul><ul><li>Spur user generated content </li></ul>
  21. 21. Did they achieve their PR objectives? <ul><li>The move has created a major buzz for the brand online and sent &quot;Skittles&quot; to the top of Twitter's list of most discussed topics. - Brand Republic </li></ul>
  22. 22. Did they achieve their PR objectives? <ul><li>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 </li></ul>
  23. 23. Did they achieve their PR objectives? <ul><li>Class vote: </li></ul><ul><ul><li>Yes </li></ul></ul>
  24. 24. 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?
  25. 25. Thank You skype: jonin60seconds [email_address] Twitter.com/jonin60seconds

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