The Skittles social media mashup site works on so many levels. Firstly, it shows confidence in the strength of the Skittles brand. The social media strategy behind Skittles site shows confidence in being able to go with the conversation about the product. While I was on Twitter yesterday, the chatter around Skittles wasn’t necessarily positive, but it added to the general momentum of Skittles being talked about and staying in the top 2 or 3 trending topics on Twitter (a bonus really). Lesser brands would be feel buried in negative conversation.