Skittles Product Placement on Wikipedia

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Updated: February 28, 2009

Skittles, the Mars-owned candy brand, has turned its Wikipedia page into its home page in an effort to get more consumers.

The campaign, which was crafted by Agency.com, is a total revamp of the site. It has links to other social networking media, including Twitter, Facebook, and Flickr.

?We are leveraging what we think are the key consumer social media touch points,? commented Carole Walker, integrated marketing communications VP of Skittles. ?Wikipedia is a definition of what the brand actually is.?

Walker said that the campaign goes hand-in-hand with the candy?s brand position?unexpected, wacky, and zany.

She also acknowledged that browsers can vandalize the site, saying, ?I would expect that users would contribute in a positive way but we could always take [negative or obscene comments] down if there’s an issue.? The company will be monitoring the comments closely.
 

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