tag:blogger.com,1999:blog-1224915528295104121.post2166448837329457576..comments2023-06-28T04:21:50.345-04:00Comments on Prof. Lehrer's Blog: What were the folks at Skittles thinking?PJ Lehrerhttp://www.blogger.com/profile/03542375280347783258noreply@blogger.comBlogger1125tag:blogger.com,1999:blog-1224915528295104121.post-60755108021097172812009-04-29T16:38:00.000-04:002009-04-29T16:38:00.000-04:00COMMENTS (4)
elliott phear:
Skittles said they wa...COMMENTS (4)<br />elliott phear: <br />Skittles said they wanted people to 'join in the conversation about skittles'. Who is having conversations about skittles?<br />They could have taken a nod from any of the countless brands that have set up brand fan pages and have built 'fan bases' organically. Instead, this felt like a mass marketing launch on media that was never meant to be used for mass marketing.<br />That said, what they failed to accomplish in new media, they seemed to make up for with their copious amounts of press and buzz!<br />Posted by elliott phear | March 16, 2009 6:14 PM <br /><br />Posted on March 16, 2009 18:14 <br />Bradley A Giddens: <br />With all due respect, we have to take a minute to applaud Mars for their effort in the social media sphere with the Skittles brand. When I first found out about their strategy I thought it was brave and quite interesting. I still think so now and expect to see much more of this type of marketing in the future. Unfortunately it was Skittles, and as the previous post stated, "Who's talking about Skittles?" Now, if this was the strategy for say the Prius, Honda's well-received hybrid car, it may have been more successful. I don't see this as something for every brand, however, those brands that are more technologically inclined and have the opportunity to create conversations as did the Prius through after-market owner customizations, we may find a format that lends itself to this type of consumer engagement. Afterall, that's what we as marketers want is an engaged customer, not just a satisfied one. And that, I think, is where Skittles was wanting to go.<br />Posted by Bradley A Giddens | March 16, 2009 10:50 PM <br /><br />Posted on March 16, 2009 22:50 <br />Bradley A Giddens: <br />Correction: it's Toyota's Prius, not Honda. My apologies.<br />Posted by Bradley A Giddens | March 17, 2009 11:45 PM <br /><br />Posted on March 17, 2009 23:45 <br />PJ Lehrer: <br />Check out what Marketing Daily says at:<br />http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=102378<br />Posted by PJ Lehrer | March 19, 2009 9:59 AMPJ Lehrerhttps://www.blogger.com/profile/03542375280347783258noreply@blogger.com