It is not all rainbows and candy though. By simply loading a twitter feed, Skittles has given up complete control of the content. There are negative remarks about the brand, and even worse, racial slurs and "bad" language. I suppose that explains the annoying feature requiring you to enter your birthday upon first visiting the site. Because of this, some people are calling the campaign a disaster. I am not so sure. I am a strong believer in transparency with a brand. If you offer a truly good product or service, good comments will outweigh the bad. Reputations are not likely to be ruined by a few juvenile posts. Beyond that, there is the old adage, "Any PR is good PR." Just look at their Facebook page. They have over 500,000 fans. I doubt many people even knew about the Facebook page before this site launched.

For the past week, I have been trying to help the band Noba get started with all the social networks. The website, which is due for a re-design, is almost a second thought. Most people look for them on websites like Facebook, Last.fm, iTunes, and MySpace. Instead of building them a website with links sending their visitors to varying different locations, why not build a site based on the Skittles.com idea? I think it could work great for musicians.

What do you think? Do you see this model working for other businesses?