Skittles Cozies Up to Social Media

For years, Skittles has encouraged consumers to "Taste the Rainbow." Now, the candy brand wants people to "Chat the Rainbow." Mars Snackfood, maker of the chewy, multicolored candies, launched a new homepage at Skittles.com on Thursday that may represent the closest embrace of social media yet by a mainstream marketer. Instead of a typical product site that highlights information about or videos and games related to a product, Skittles.com features content created by consumers -- most of it gleaned from other Web sites.

Bron: WSJ.com