Skittles.com Ends Social Media Experiment

Posted in Design & user experience, Digital culture, Site re-launch, Site review, Social Media, Unique interface design on February 4, 2010 at 1:39 pm

Less than a year after Skittles launched their social media centric clone of Modernista.com they have re-designed the site yet again. This new version again looks to go against traditional conventions by foregoing navigation in favor of a long scrolling web page. I found it surprising that in spite of the page length there is very little content and even less interaction available. There are some photos include a clown in an astronaut suite, links to their Twiiter accounts and a YouTube video but that is pretty much it. Wrigley’s also launched a new microsite called ShareSkittles.com where you can upload video to a randomly paired interactive montage of two people sharing Skittles.

Though the content is light it looks to create a strong interactive platform for the brand that looks to make much better use of the medium than what we saw with the previous generation of work. It is also worth noting that this work is the first to come out of Wrigley’s new roster of digital agencies after they replaced Tribal DDB, Agency.com and Digitas with Firstborn, Big Spaceship and EVB. The three agencies collaborated on the Skittles work, with Big Spaceship handling Skittles.com, Firstborn building ShareSkittles.com and EVB doing their soon to be launched Facebook campaign.