Skittles Marketing Experiment

A recent experiment by Mars using a number of Web 2.0 services on their site is nicely summarized by Paul Gillin: Skittles' Bold Social Media Experiment. The idea started by using Twitter to increase buzz about the candy and apparently succeeded. As the idea became viral it was invaded by trolls and Mars had to adapt. Net, he believes it helped Skittles. They are awaiting sales figures.