Skittles has decided to abandon the typical product website most packaged goods companies build out for their brands in favor of a site that basically points to Twitter, Facebook, Youtube and Flickr. A navigation overlay rests on top of the landing page which in my case was the Twitter search page with Skittles results pre-loaded.
Basically Skittles is saying we agree with marketing as an ongoing conversation between the brand and their customers, even if some of those conversations are negative. Using social media to this extent is risky and leading edge, but I am predicting that many others brands will incorporate parts of this concept into their websites.