Last month we had the Skittles experiment launch (Part 1, 2, 3, 4) around the world and everyone and their grandma had something to say about it. After tracking the campaign for the month of March and letting it develop for a couple more weeks, I want to dig deep a bit and look at the campaign as a whole. With the exception of Skittles getting 115,000+ more friends on Facebook, the numbers haven’t made any huge jumps since we last looked at the stats. Even without knowing what the objectives are of the Skittles marketing department, I still think we can talk about the campaign as a whole.
If the goal of the campaign was to create buzz then it was certainly successful last month. Plus Skittles is still going strong on its Facebook page. If the goal was a long-term social media plan that would help connect them with their customers then I don’t think we can call this campaign a success. The only successful part right now is the Facebook page.
A big issue for the campaign was the lack of two way communition. The company is building a large following on Facebook but who is there from the company to communicate and bring back comments/issues/ideas to the company. Also there is a lack of trying to build and grow a community around this iniative for Skilttles. This whole process felt like a single event or project instead of an ever evolving process that only gets stronger as time moves forward. Building a community isn’t something you do over night,… it takes time, patients and involvement from Skittles. In the end I know that Skittles missed out on a great opportunity here. I hope next time they consultant an outside third party before doing something of this nature.
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Skittles Scandal: Final Results [Sunday April 12th]
If the goal of the campaign was to create buzz then it was certainly successful last month. Plus Skittles is still going strong on its Facebook page. If the goal was a long-term social media plan that would help connect them with their customers then I don’t think we can call this campaign a success. The only successful part right now is the Facebook page.
A big issue for the campaign was the lack of two way communition. The company is building a large following on Facebook but who is there from the company to communicate and bring back comments/issues/ideas to the company. Also there is a lack of trying to build and grow a community around this iniative for Skilttles. This whole process felt like a single event or project instead of an ever evolving process that only gets stronger as time moves forward. Building a community isn’t something you do over night,… it takes time, patients and involvement from Skittles. In the end I know that Skittles missed out on a great opportunity here. I hope next time they consultant an outside third party before doing something of this nature.
Related posts:
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