Skittles Case Study

The Skittles brand created a campaign that would help increase the amount activity on their branding webpage. They did this by connecting the Skittles website with their many social media pages so that when people mention the brand skittles on any social media channel the post would automatically post to the skittles website. Skittles even decided to make their homepage filled with all the tweets that people were saying about the brand. The campaign created such a buzz in the social media world that people purposely started to spam the skittles webpage with thousands of tweets. They ranged from tweets that were considered humorous and funny to derogatory and inappropriate. With the amount of tweets coming in from different twitter users, Skittles

I think that there were some things that could have been more thought out before the campaign was set in motion. The brand could've thought about how they were going to control the tweets that were posting onto the skittles home page. They should have thought of all the different ways the campaign could go, both negatively and positively. Such as, thinking of ways to deflect the negative tweets and make the campaign a positive representation of the brand. The skittles company let the tweets control the situation and I believe that made people take advantage of the campaign and post whatever they wanted to post. With the tweets that were posting to the site, Skittles started to build a negative reputation for themselves and people did not want to associate with the brand. In some cases, this stunt helped the brand but it also majorly impact the brands image in a negative light. It helped the brand because they had gained a lot of traffic due to the constant posting of tweets and people continuously visiting the website to see what all the talk was about. They gained free advertising and publicity because the campaign became a popular trending topic and it was bound to be talked about for the next couple of days. Skittles succeeded and got what they wanted, but it might not have been in the positive way they hoped to be represented. The downfall of the campaign