Skittles.com – Chat the rainbow, this IS social collaboration

Folks, if you haven’t checked out Skittles’ new Web 2.0 campaign. Check it out now!

Mashable calls it out,

Many companies are starting to realize that whatever content they offer online still can’t match the various social media offerings out there, where the community contributes to the whole.

Few, however, have taken it so far as candy maker Skittles, which replaced its entire homepage with its Twitter stream. The only thing that’s left is a widget-like navigation console in the upper left part of the screen, but lo and behold: instead of pointing you to some company PR nonsense, it sends you to the Skittles entry on other popular social destinations: Wikipedia, YouTube, Flickr.
Skittles is basically saying: “We get it. Whatever we can do cannot be as awesome as what you guys and girls can do, so we’ll just link to it and let you do your thing.”

Future of advertising, social media style.