Skittles.com (yes, the homepage for fruit-flavored candy) has replaced its website with a suite of social networking sites today. The homepage displays the Twitter search results page, showing any tweets with the word "skittles" in them. The product information pages display the Wikipedia entries for the various flavors of Skittles. Similarly, a "Videos" option displays YouTube and a "Pictures" option shows Flickr. The Friends option? Facebook, of course.
The only navigation is a Skittles-branded window floating at the top left of all these pages.
As a branding exercise it seems like a very strange route to take, but it certainly has gotten denizens of the internet (including me) talking about Skittles. So, you decide, is this a brilliant marketing ploy, or a huge faux pas?