Social Media and Community
The Skittles candy brand changed its Web site into social media hub and in the process significantly boosted consumers' awareness of the product. Instead of seeing corporate-produced content, a visitor to the site finds links to Twitter to read tweets about Skittles (good and bad). Another link guides her to Skittles videos and photos on YouTube and Flickr, and if she clicks "Friends," she'll go directly to the brand's Facebook area.