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modernista vs skittles

March 2, 2009 in Creative | No comments

Skittles new social media experiment - the surrendering of skittles.com to twitter,  is an interesting, but ultimately hollow, marketing campaign. Hollow because the idea of turning over control of the website to twitter has already been done, and done more effectively, by Boston-based ad agency Modernista. In their hands, the social marketing message/concept meshes well with Modernistas openly stated desire to take creative risks and work with clients who are open to experimentation. In the case of Skittles, the creative becomes a marketing ploy that was lifted from someone else and applied to a candy in order to garner publicity. There's no question that they've achieved their goal, but does it make me want to buy their product? No. And knowing the origins of the creative concept waters down its effect considerably. As for Modernista - I can't wait to see what they do next.
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