Skittles open up by allowing a brand hijack

March 14, 2009

Brand hijack. The consumer’s act of commandeering a brand from the marketing professionals and driving its evolution.

Alex Wipperfürt

Skittles let go. The home page of the sweets company no longer belongs to the communications / marketing department of the company. They shifted the power to the consumers who are now driving the brand’s evolution online.

Was it truly innovative? Maybe not. Good ideas tend to be copied.

Is this the way home pages will be? Most probably not.

Will we see more of these? Most probably yes.

Was it “just a marketing communications gimmick”? Hell no.

How do I feel about it? Absolutely love it.

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