Skittles took a leap of faith by layering their website over real-time user generated content such as Twitter and Facebook which can be accessed via the branded menu
A week after launch Skittles took the backward step of switching their homepage from the real-time content aggregator Twitter to the increasingly monitored Wikipedia. Although not a long term strategy, skittles gained short term PR from a content light concept
A cost effective strategy, Skittles provide access to social media coverage of the brand rather than invest in their own engaging content. Receiving high press coverage, Skittles have been praised for empowering their fans by letting their opinions become the content
A week after launch Skittles took the backward step of switching their homepage from the real-time content aggregator Twitter to the increasingly monitored Wikipedia. Although not a long term strategy, skittles gained short term PR from a content light concept
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