Skittles, the colored candy company decided to start March with a bang and introduce a clever spin that married social media marketing with Website Widgetization. the question was on the how. i have posted on Promo Widgets and Ad Widgets and how a brand can be made portable and viral via widgets. What Skittle did that is a true work of genius in terms of Online Marketing was to make their website a Widget and then make that widget float over web 2.0 darlings to place the brand into a social context given by the direct consumers of the brand product. be it YouTube for videos, Flickr for photos and Twitter for Social Messaging. this way they brand over people perceptions and opinions why promoting directly the skittle brand and boost the marketing into the 21st century as it gives it credibility and effectiveness.
I remember vaguely other company that did something similar by making their website in flash at a size that could fit into a 800 x 600 pixel grid that linked to myspace and that reproduced videos about the brand. this was back in 2006 i think. what skittle did goes into a whole new level thanks to the evolution of the web, widgets, new media and social media alike. so it is not that another brand didnâ€™t tried this or that it was not possible. it is just that it was not yet the time for it as the tech was not only evolved enough but that the conventions had not reached the mainstream to me this idea a marketer dream.
I hope the idea gets explored more we get to see even better execution of this.