What matters is what consumers say

Go visit the Skittles website, www.skittles.com. This famous candy brand has pulled its own content from its site and replaced it with the content its consumers generate on the internet: on YouTube, Facebook, Twitter, Flickr and Wikipedia.

If you go to the product description you’ll see that it shows the Wikipedia content! (it’s a copy, not a redirect).

In the words of David Berkowitz:

This is the message Skittles is sending: what consumers say about the brand is more important than what the brand has to say to consumers.

I find it remarkable. I don’t know what you think.
“Crowd marketing”?

There’s one interesting detail: the Skittles website averages 15,000 visits a month, but its Facebook page has more than 600,000 fans.