It's always been hard to nail the point behind CPG websites. I think it'll be interesting to see how Skittles' new social site plays out.
They've decided to use Twitter search as their landing page. So now, all Tweets are updated live and are visible to the consumers visiting the site (for what reason, I'm not sure yet).
This must be part of a bigger strategy. I can see some neat promotional strategies arise out of this - contests etc. It's a great bridge to mobile media.
I'd love to see the back-end of this and how the data is being collected (who really owns it) and used. It seems like a great way to develop a CRM database very quickly.
I wonder if it would have been possible to just create a page or section on a bigger website that could have accommodated Twitter as a feature rather than the focal point and only offering on the site.
Either way, the brand has received a lot of publicity through this stunt. This is one of those cases where being first puts you on the map. Kudos to the team for putting it all out there.
Now let's see what happens when people get over the rainbow...