Sunday, March 8, 2009

Skittles – The Laziest Marketing Campaign Ever

By now, many of you have probably read about Skittles’ new website. It’s the best thing to happen to Skittles since Skittles Vodka tutorials flooded the net – but that was two weeks ago. It’s being hailed as “an amazing social media campaign” by econsultancy.com. Where other brand- built social media websites have failed, Skittles has succeeded. Why? Because they’re lazy.

I imagine the brainstorming session went a lot like the way the late comedian Mitch Hedberg described the way the meeting went for the naming of the Doubletree Hotels:

"Let's call this hotel …Something...Tree." So they had a meeting; it was quite short.
"How 'bout Tree?”
“No, Double Tree."
"Hell yeah! Meeting adjourned!"
“I had my heart set on Quadruple Tree. We were almost there!”

The Skittles brainstorm around their website must have been similar:

“What do Millennials like?”
“Twitter, Facebook, and Wikipedia…”
“Well let’s just copy and paste those onto our website?”
“Hell yeah! Meeting adjourned.”

Alright, it might not have been that simple, but the layout sure it. It may be the laziest, most simplistic media campaign in recent history, but that’s the genius of it. Although, they left out the how-to on the vodka, unforgiveable. I’d describe it, but that’d take longer than it would for you to just follow the link at the bottom and see for yourself.

The reason the campaign is effective, is because it does not require the consumer to join a new brand-built social media network. Who on earth would want to do that? It lets the consumer utilize the social media networks they are already members of.

It’s also successful because it’s bold and new – hence the buzz it generated – but you could have figured out on your own. However, this only helps in the short run. But what I’m asking you is, will the campaign increase average website hits or more importantly, sales in the long term? I can’t imagine who on earth needs or wants to visit Skittles' website, but they’ve got a slick new campaign, so people will visit right now, much like you’re going to visit the site after reading this out of curiosity (but that’s after reading a few more of our posts…). But will anyone utilize this even a month from now – especially since the Skittles Vodka tutorials are not on the website?

-Josh Groth

5 comments:

Jenna said...

Ha! I'm glad to know I'm not the only one who thought it was stupid...Sometimes stupid humor is good. But Skittles is technically designed for kids, so why are they trying to target us all of a sudden?

Josh Groth said...

@Jenna - I'm not sure why they're trying to target us? Potentially for those mid-work-day munchies...Either way, it's laziness that paid off. But I still think the revelation of Skittles Vodka will have a longer lasting impact on the brand, especially on Millennials

KareAnderson said...

One upside for Skittles is the rolling cloud of distain this stunted stunt has generated in the social and other media - like right here. Some companies might consider that priceless. You don't think they were savvy enough to plan it that way do you Josh?

Now you can go over to Head Butler and give him feedback on his book review.

Laila said...

It's pretty cool actually, considering skittles doesn't need much more than a photo of skittles in order for people to start craving them .... :) I'm sure the economy is affecting them as well & they've created new ways for themselves to save money. (Now let's not hope this type of websites become the norm though...it may be "cute" or "funny" once but that's it...)

Now if you'll excuse me, I gotta go look up "skittles vodka" ....

Nick Piekarz said...

Haha Thats Pretty Cool

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