Skittles Opens Itself Up to a Rainbow of Possibilities
First we had Brangelina, then Zanessa…and now, Twittles.
In what’s being described as everything from brilliant to idiotic, bold to ridiculous and a logistical nightmare to a goldmine, Skittles moved its ‘usual’ website information into a 3 x 3″ floating box and has made its entire site a Twitter search page.
Did you get that?
When you go to skittles.com, what you see is a live Twitter search results page – the term being searched, of course, is ‘skittles.’ Off to the side, in a bright, red box, you can search into their ‘regular’ site with a seemingly standard navigation…or so you might think.
Their ‘friends’ page takes you to their Facebook page. Their ‘products’ pages go to Wikipedia (which the wiki notes sounds like an ad and not an article). The ‘media’ page, of course, goes to their YouTube channel. And, while the Twitter search page is set up as the ‘home’ page, it serves double-time as their ‘chatter’ page.
I’ve got to say that I’m leaning towards brilliant here. Though I feel terrible for their copywriter – s/he just lost their job. The site will be forever changing and current. It certainly embraces social media. And it has many people talking – and I can’t remember the last time I even thought about Skittles – now they’re everywhere.
Too far over the rainbow?
But, people are wondering it they’ve lost their marbles. Skittles is candy, after all. And they’re marketing is hell-bent on destroying the minds and bodies of children everywhere. So now, if a child goes to the Skittles site, they can see all of the fun that the Twitter community is having by way of posting obnoxious tweets – just to see them appear on the Skittles website.
For instance, someone tweeted recently: Just opened a bag of Skittles and all I found was cat vomit. (or something like that) I’m not thrilled with how some folks are acting – but Skittles has given up anything that even remotely looks like control here…
Perhaps, when the brouhaha dies down, this idea will be a great tool – to show the world what the current Skittles buzz is in real time. It’s like Skittles’ own brand listening page. They sure are diving head first into the transparency pool.
I’m still wondering how they got away with making a candy that looks eerily similar to the M&M.
I can’t wait to hear what you think…
Filed under News, Social Media | Tags: Facebook, Marketing, skittles, social media, Twitter, YouTube | Comments (14)a tale of 2 books, a tale of great marketing
One, a slanderous attack filled with lies and smut from the conservative right. The other, a fact-based, realistic, inspirational book from a fantastic author.
The video also showcases some brilliant marketing- and the authors and publishers are asking us to join in the fight. Why? Because they aren’t using church groups and the people’s money to spend millions on ads to make the book a bestseller. Instead, they’re going the Obama way – grassroots, community.
Whether you want to help or just examine some solid marketing via video and the Groundswell, check it out:
FYI: About Chelsea Green Publishing Company (from their website) For more than 20 years, Chelsea Green has been the publishing leader for books on the politics and practice of sustainable living. We are a founding member of the Green Press Initiative and have been printing books on recycled paper since 1985, when our first list of books appeared.
We lead the industry both in terms of content—foundational books on renewable energy, green building, organic agriculture, eco-cuisine, and ethical business—and in terms of environmental practice, printing 95 percent of our books on recycled paper with a minimum 30 percent post-consumer waste and aiming for 100 percent whenever possible. This approach is a perfect example of what is called a ”triple bottom line“ practice, one that benefits people, planet, and profit, and the emerging new model for sustainable business in the 21st century.
Chelsea Green happens to have published a great book by the man that built my house and co-housing community, John Abrams of South Mountain Company and they are about to publish Susan Gibbs’ book about the world’s first natural fiber CSA she started, the Martha’s Vineyard Fiber Farm.
Filed under Marketing, News | Tags: Chelsea Green, copywriter, copywriting, green business, John Abrams, Julie Roads, Marketing, Martha's Vineyard Fiber Farm, Obama, Obama Nation, Obama's Challenge, publishing, Susan Gibbs, sustainable business, video marketing, Writing Roads, YouTube | Comments (4)have a good idea? here’s $10K
I heard about this from the incredible blogging woman, Bridget Wright, at Biz Chicks Rule. And since my clients and readers are brilliant people with stunning ideas, I couldn’t help but spread the word.
ideablog is having a monthly contest that awards $10,000 to the best business ideas. They also enlist the help of successful business folk to serve as advisors. The ideas are then voted on by everyday visitors to the site (including your Aunt Betty and Uncle Bert if you enter, I suppose).
Check it out…and definitely let me know when you enter (so I can vote for you and spread the word on Blogging Roads) and when you win (so I can celebrate your incredibleness).
Oh, and if you’re engaged in some uber-procrastination today, leave me a comment, and I’ll email you a link to a YouTube video from 1987 that features yours truly in all of her 13 year-old, 80′s, baggy clothes wearing glory. Glory, I tell you, total glory.
Filed under News | Tags: Biz Chicks Rule, blog, Blogging, Bridget Wright, copywriting, ideablog, Julie Roads, marketing writer, the 80's, Writing Roads, YouTube | Comments (2)real people, not Paris, using video and thriving on web 2.0
Here’s an example of someone, not Paris, succeeding online with video. Etsy just produced this mini-documentary of my friend Susan Gibbs and her revolutionary MV Fiber Farm which is the world’s first natural fiber CSA (Community Supported Agriculture). This past Sunday it was the featured video on YouTube‘s hompage – garnering 129,536 views as of this morning. Besides Susan’s amazing story, there is an exciting delivery in this tale…around the 1/2 way point of the vid.
Susan has grown the CSA almost entirely online (save the Martha’s Vineyard local farmer’s markets) – through her blog, website, store and online communities like Etsy. Some highlights from the first year:
- Sold three rounds of shares (2 falls, 1 spring – actually this fall’s shares are going like hotcakes right now if you’re interested!)
- Raised over $10,000 on her blog to help pay for an electric wheelchair for her uncle – in ONE week
- Doubled the size of the flock
- Featured in an article on the front page of the Wall Street Journal
- Spotlighted in Women’s World Magazine (which surprisingly has one of highest circulations of any magazine in the country)
- Promoted & supported by the awesome crew at Etsy who, amongst many other things, created the video
- Currently negotiating a book deal
- Built a strong and loyal community of knitters, crafters, weavers, spinners – and lamb and sheep lovers
Not bad, Susan, not bad at all. I wish I could say that I taught her everything she knows, but she is this brilliant and talented all by herself. Visit Susan and become part of the CSA at www.mvfiberfarm.com.
Filed under Marketing, News | Tags: angora goats, community supported agriculture, copywriting, CSA, Etsy, freelance copywriter, internet marketing, Julie Roads, knitting, marketing writer, martha's vineyard, MV Fiber Farm, online video, sheep, Social Media, Susan Gibbs, Wall Street Journal, Women's World Magazine, Writing Roads, YouTube | Comment (0)viral marketing: giving it away for free
A frequent topic on this blog, and with my clients, revolves around the conundrum of giving ideas, content, video, tools, etc. away for free online all in the name of branding, publicity and increased sales. And here it is coming up again – this time in the form of a story about JC Penney, viral marketing and how they just don’t get it.
A colleague of mine, Ron Miller, has written an amusing and very smart article about the situation for Daniweb.com. Apparently, JC Penney recently aired an ad that was a bit cheeky and insinuated that teenage sex was good, fun, okay and something, perhaps, to aim for when dressing in your JC Penney garb…and now the company is totally freaked out and trying to cover their tucasses (sp? what is the plural of tucas?) They’re busy trying to say that they never authorized the ad and certainly don’t condone teen sex. According to Miller:
What JC Penney failed to understand is that this ad did them far more good than harm. The people they want to reach saw it and were talking about JC Penney. When was the last time this 20th century company had any buzz on the internet. How about never? As for the people who think the video condones teen sex, chances are those people aren’t watching YouTube.
And this concept of intensive brand protecting vs. viral marketing can be found on Facebook as well. One of Ron’s friends recently made a FB gift of a Nerf toy…and joked that she could possibly get in trouble for using the name without legal permission, that Hasbro might insist that she and others stop using their name and product. Ron wrote:
…they would be stupid if they do. Can’t beat the free publicity of Facebook. I realize you can’t let just anyone mess with your carefully crafted brand, but companies have to realize that there is a bright line between protecting your brand beyond reason and letting a fan champion your brand for free. Fact is, my friend is making a tribute to Nerf toys.
Last night I watched the Oprah about YouTube – featuring a handfull of people who are now bazillionaires, or somehow infamous, because of their YouTube videos. Does it matter that Esmee’s YouTube videos have been downloaded millions of times for free? No, because Justin Timberlake found her and signed her to his record label (and she got to sing with him and touch him). Does it matter that 2 million people watched a ridiculous couple do a rather lame version of the final dance from Dirty Dancing via YouTube? No, because they got to do it again on Oprah, and Patrick Swayze showed up and (and they got to dance with him and touch him).
Bottom line: free can be good, viral is queen…do not underestimate the power of putting yourself out there and seeing what happens.
Read Ron Miller’s entire article here.
Filed under Marketing | Tags: copywriter, copywriting, Daniweb, Dirty Dancing, Esmee, Facebook, JC Penney, Julie Roads, Justin Timberlake, Marketing, Oprah, Patrick Swayze, Ron Miller, viral marketing, Writing Roads, YouTube | Comments (2)
