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Would you be brave enough to do a #skittles?
15th March 2009. Posted by Ruth Ward. Trackback
Not surprisingly, one of the most talked about events in nearly every panel at this year's SXSW Interactive has been the Skittles social media campaign. Delegates have even suggested a new drinking game: one swig for every time a panelist mentions the 'S' word.
By replacing its usual homepage with the Twitter search results for any comments using the tag #skittles, the brand opened itself up completely to all sorts of comments – good bad and ugly. It also increased its web traffic by 1332%.
With brands, and individuals, being constantly encouraged to try something new online, push the boundaries and experiment, there seems to be a surprisingly large number of people who think that this campaign failed. But I'm interested in one of the comments I heard today from Dave Evans, VP of Digital Voodoo. Dave basically asks the question: would your brand be brave enough to open itself up, unmoderated, to comments from the public? If not, you should ask yourself why.