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The SkittlesPR group presentation on April 28th, 2009.

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Action Assembly Theory: Skittles’ New Online Presence a Gutsy PR Move

-Hayley Maxwell

Skittles Widget

     The first theory important to examine in regards to Skittles’ new Web site, Action Assembly Theory, applies to the new Web site in its entirety. In March, Skittles revamped its entire online presence, thus doing something no consumer brand has ever done before. Upon browsing to the Skittles Web site, users found that they had to log in with their age (to ensure they are over 18) and agree to terms and conditions (because Skittles does not control much of the information they are about to present to consumers). Then, Skittles would take them to a Twitter page that was set to display results for the search term “skittles.” Although users are now taken immediately to Wikipedia instead of Twitter, the format of the site has not changed. Overlaying whatever site the user is on is a widget with six options that allow users to navigate to various social media outlets. Home, Products, Media, Chatter, Friends, and Contact take users to a Wikipedia page on Skittles, a product information page, Skittles commercials on YouTube, a Twitter search for Skittles, Skittle’s Facebook page, and a comments page respectively.

     The new site allows for an understanding of the online social consciousness of the brand. It is interesting to study because no consumer brand has ever handed over so much control of its Web site to social media and consumer-generated content. It is an interesting tactic that has undoubtedly generated an outpouring of response in the blogosphere, both positive and negative. Skittles controls very little of the information it throws onto consumers’ laps when they enter the Skittles.com Web site. This is risky because of the amount of control Skittles loses in doing so, but bold and attention-grabbing as well as it generates a great deal of interest in the brand.

     The entire Web site is an example of Action Assembly Theory because it is an attempt to understand and appeal to how consumers behave, use logic, and think. Action Assembly Theory implies that a person’s behavior is logical to that person because she understands why she has behaved as such. It is a theory that seeks to understand human behavior by understanding the mental structures that give rise to those behaviors. In order to do this, there are three key indicators to study: cognitive structure, content, and cognitive processes (definitions from the Artificial General Intelligence Research Institute).

• Cognitive Structure is a continual process of patterns in relation to how knowledge is stored.
• Content is what the knowledge or thought is, be it a concept, message, action, procedure, etc.
• Cognitive Processes are the means by which a person’s psychological and mental functions are processed.

     Skittles applies this communication theory by using its Web site to generate a certain type of consumer behavior and to better understand how consumers interact with the brand. We are trained to know where good, trusted information comes from. An important assumption in Skittles’ launch of its new Web site is that our society has been trained not to trust information that comes from a corporation about its own products. Thus, in turning over the content of its Web site to consumers, Skittles is acknowledging the importance of the Action Assembly Theory and attempting to appeal to those that navigate to the site by applying this theory and understanding the cognitive processes that go into a consumer’s relationship with a brand.

     Skittles’ comprehension of this theory paid off in the immense amount of publicity (see numbers here) generated by the move to this new Web site. Skittles understood human cognitive processes and the related behavior enough to know that being the first to launch a site of this kind would generate immense interest in the brand and the site, thus resulting in a huge amount of traffic to Skittles.com. The use of this theory proved successful in generating increased hits to the Web site.

     While such a move is risky, Skittles understood human cognitive processes enough to know that this type of site would probably not hurt the edgy brand image it has created with funky campaigns like “Taste the Rainbow” and commercials that feature singing rabbits and a man whose beard picks up Skittles. Skittles also understands the thought processes behind human behavior enough to know that an edgy, unconventional Web site would generate a great deal of buzz about the brand and get people to the site. Regardless of whether or not the Web site has helped or hurt the brand, it is probably safe to say that this is an example of a brand using the “any publicity is good publicity” strategy.

Skittles Use of Open Systems Theory

-Ali Guess

     Skittles has embarked on an inventive way of attracting and communicating with consumers. The Skittles website features a widget that gives viewers the choice of selecting from a variety of social networking sites. One of these sites is Twitter. Skittles uses the public relations theory of (open) systems theory.

Skittles on Twitter

     In the world of public relations, the systems theory emphasizes the importance of relationships. It follows the idea that organizations and their environments are co-dependent; this exists internally and externally. Organizations are composed of interconnected parts that respond and adjust to changes in the political, economic, and social environments in which they function. In regards to Skittles’ use of Twitter, the organization is using an open systems theory. This means that they allow a two-way exchange of information between the organization and its environment.

     The “chatter” button on the widget redirects people to a Twitter newsfeed that features status updates from Twitter that contain anything pertaining to Skittles. This exchange of information allows for the public to speak freely about their thoughts in regards to Skittles. In fact, this part of the website is titled, “Skittles.com: Chat the rainbow. Taste the Rainbow.” This demonstrates the idea of open systems theory because the Skittles’ public can put forth their thoughts about Skittles, and Mars gives their public information about the various Skittles products. Not only has this generated a significant amount of interest about the Skittles brand, but it is also a great PR tactic that seeks to open the flow of communication between Skittles and their audiences.

Skittles’ Uses and Gratifications Theory

-Sara Hamler-Dupras

     The uses and gratifications theory consists of the people actively choosing and using particular media so the individual’s need is satisfied. The audience has particular power with this theory because each person controls what media they select, thus the media have a limited effect. Possible needs that are gratified by the media include escapism, entertainment, personal relationships and personal identity.

Skittles' YouTube Page

     Skittles use of YouTube is an example of the uses and gratifications theory. YouTube enables any individual with Internet, or in this case Skittles, to upload videos so they are available worldwide, and the number of views is tracked near the bottom right corner of the video’s screen. One Skittles’ most viewed videos were uploaded in 2006 and currently have 291,664 views; it’s a past Skittles commercial that aired in 2004.

     This relates to pubic relations because the uses and gratifications theory is one of the communication theories and also because through the YouTube videos Skittles is visually promoting its brand of candy to the public.

     The need gratified by the Skittles videos on YouTube is entertainment. Individuals seek out and watch Skittles videos for amusement, and each time a users watches one of these videos, he or she is using his or her power by selecting one video over another. Skittles makes finding its videos easier for its audience by including a link to YouTube on its website and by having a “playlist” available on YouTube of solely Skittles videos.

     The menu on Skittles’ website has a link to YouTube where 19 Skittles videos are currently available for viewing under Skittles’ “playlist.”

     The videos under this playlist are all commercials and many were aired and targeted audiences in different parts of the world- not just the United States. For example, several videos were Skittles commercials that were aired in the UK or in Russia.

Skittles Public Information Model

-Jesse Radonski

     If you head to http://www.skittles.com, you will first notice a strange little symbol, called a widget, pop up on the upper left side of your screen. If you click on the option that reads “Contact” it takes you to the Wrigley website where you can get in contact with someone at the company via email. Along with this, the website delivers an abundance of information to the consumer about their organization, commitments, brands and other benefits of their company. This can be understood very well through the Public Information Model. In the following blog entry, I will inform you on why these parts of Wrigley’s website are indeed public relations-oriented as well as give you some visual examples.

About Us - Click on picture for more info.

     If you click on the “About Us” tab, most of the information you get are brief examples of what’s happening with the Wrigley corporation, who the president and chairman are, new areas of operations and sales goals. There’s even a press release that informs the public that Mars Corporation has merged with Wrigley. This press release shows that it is using the Public Information model to inform, possibly in their newsletter to stockholders and industry insiders rather than for any press agentry. Interesting fact is that Skittles was originally a Mars brand but switched it to a Wrigley brand when they merged. Mars only handles their chocolate confections now.

Our Commitment - Click picture for more info.

     The “Our Commitment” tab contains a fair amount of information on how they’re succeeding in being more “green” for the consumer. They basically say that we demanded it and they’re meeting our needs with sustainability. Again, I believe this is part of the Public Information model because it’s basically just in-house journalism to the consumer. Of course, I think it’s pretty cool that they’re finding better ways to reduce waste so I suppose it’s a good thing. I didn’t know about this before coming going to Wrigley’s website which, again, I believe doesn’t make it Press Agentry because they don’t show us a press release showing off how much they’ve tried to become “green.”

Benefits of Chewing - Click picture for more information

     One of the last tabs I want to highlight is labeled “Benefits of Chewing.” This is the one where they only tell the good that gum does and that the corporation also does good things for people outside of gum chewing. What they don’t state are the negative things that the rest of their candy does to teeth. This is where the Public Information model is basically one-way; coming from the company but with no additional information from the consumer back. So, as far as Wrigley’s website goes, the Public Information model works well on analyzing it. On some of the other user generated content pages though, the Public Information model wouldn’t work too well.

Skittles’ Use of Two-Way Asymmetry Through Facebook

-Lauren Short

Skittles' Use of Two-Way Asymmetry Through Facebook

     Skittles has completely reformatted its website to something that has never been done by a consumer product before. The widget Skittles.com uses redirects its viewers to a variety of social networking websites. By doing this, Skittles is familiarizing itself with its consumer and making its product relatable in communication form. The overall goal is to create more awareness for its product in a revolutionary manner.      

     The public relation theory Skittles is using is similar to the action assembly theory. This theory works off audience behavior logic and to how it is behaving. In order for it to be successful it is important to understand how people think. Knowing the communication channels the audience uses makes developing and dissembling messages more direct through those channels. In order to do so, three key indicators come into play:

• Cognitive structure: patterns of physical or mental action that underlie specific acts of intelligence and correspond to the target audience
• Content: the message or action that you want the target to be aware of or adopt
• Cognitive processes: the performance of some composite cognitive activity that affects the targets mentality      

     Skittles is effectively using this theory with the public relations model of two-way asymmetry. The two-way asymmetrical model uses scientific persuasion to make the public adjust to an organizations position, values, policy or idea. The sharing of ideas is expressed from both the source and the target audience to create a relationship over the shared belief.      

     For instance, the “Friends” button on the widget takes users on the skittles website directly to its Facebook fan page. Users are able to log into their Facebook accounts, become fans of the candy and interact with Skittles through wall postings. Skittles also has some of its commercials posted along with photo albums of Skittles “trying to look good.” The fan page lists some of the candy’s “favorites” which are other Mars candy products. Facebook has even gone as far as creating a “free gift” of Skittles gum for users to send each other.

Skittles as a free gift.

     Skittles has transformed itself on Facebook into something that users can send and share with each other. By using a social network with direct connections, more of a population is receiving exposure to the product and awareness is able to circulate faster. The consumer is made to feel as if their input matters and opens the door for a strong relationship.

     Since its use, the Skittles Facebook page participation has increased tremendously. In the span of one month, about 80,000 users became fans of the candy on its Facebook page. Skittles has proven that through the use of the action assembly theory, two-way asymmetrical model and social networks product awareness is highly successful.

Statistics of Facebook users who are fans of Skittles.