Late last week Skittles debuted its new overlay for Skittles.com, which looks eerily similar to Boston-based agency Modernista.com. The website which is viewed through the eyes of the web shows Skittles wikipedia page, facebook page, and Google search results page.
Its a new twist on how to integrate social media into a website's user experience, and clearly makes the conversation more interactive than ever.
Skittles also took the conversation to Twitter, where search results for Skittles show all statuses involving Skittles and the overlay menu of Skittles.com. This is one of the most direct ways I've seen a packaged goods brand utilizing social media and the web to create a conversation and interact with its consumers.