From Mediapost: "Skittles' Web site redesign via Twitter put the colorful coated candy in the spotlight, but the company pulled the campaign on Tuesday after pranksters started tweeting profanities that ended up on the company's home page."

Agency.com is responsible for the Modernista rip off site. In the beginning, everything was fine. Twitter users were talking about the campaign. Good! And then, the tide turned. Internet users began to write negative comments that took over the connected Skittle's home page.

During the first days of the Skittles campaign one Tweet read: "obstinategambol: I wonder how long this #skittles thing can go on before Mars decides that having live commentary running isn't beneficial to brand image."

Oh obstinategambol... about three days.

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