Well, there is a lot of debate about the new Skittles.com floating around. I'll weigh in my 2-cents: good experiment, I'm impressed that Agency.com was able to sell the idea through, but how much does this target your consumer? And on another note, way to rip off Mondernista! (which came from Minneapolis' own Zeus Jones). Yes, it got you buzz, but will it be short lived? According to Thought Gadget, it is already seeing a fall off. I will say though, it is impressive to get as much buzz as they did, and most brands would kill for that.
On another note, we have heard that a certain amount of control needs to be surrendered when you are doing a social media experiment. However, generally speaking it is a good idea to snatch up all domain names, twitter names, etc that would allow anyone to pose as your brand online. Skittles missed the boat big time on that one, leaving:
http://twitter.com/skittles_com
wide open. Someone is spamming the heck out of skittles.com, re-tweeting every 30 seconds or so:
Ooops.Overall I'm glad to see a brave client, but I've never been a fan of using someones creative idea, even for a different product.
UPDATE: the same spammer has www.twitter.com/ _skittles_com, and I think we can expect more as the day goes on. Look at this screenshot of the homepage:
