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Is this the future of digital campaigns?

http://www.skittles.com/

Skittles have had a rather extreme social media makeover.

Product descriptions on wikipedia, promotional videos on youtube, Product advocates/testimonials on facebook all held together with a nifty little app in the top left of your screen.

I like it, it’s a brave move to allow all of your content to be generated by your consumers, but do Skittles realise what they’ve opened themselves up to?

‘Rufus_Jay’ told the twitter community that “Skittles plan to destroy the human race” this morning.

‘julianharris’ suggests Skittles contain narcotics.

One things for sure, it’s already proving a big hit. People are tweeting away about Skittles bold move, with 1000′s of comments already filling the Skittles feed, and hundreds of thousands of friends on their facebook page.

The perfect example of your consumers creating online buzz for you.

Stop marketing to. Start engaging with.