Skittles took over Twitter yesterday. Discussion of Agency.com's extreme social makeover of Skittles.com swamped the service, with people posting profane messages to get on the brand's site and various social-media gurus, ninjas and black belts offering chin-stroking analysis of the effort. Is the site the breakthrough humankind has waited for? The stock market sadly didn't think so. Whether the stunt has any legs remains to be seen. In any case, when was the last time a consumer packaged-goods Web site got so much buzz? At some point, you have to hand it to the folks at Agency.com for having the guts to sell this idea through to Mars. The question, though, is whether this finally exorcises the ghosts of the infamous Subway pitch video, or if it just adds another black mark to Agency.com because it took an idea from Modernista! Vote below. Photo: Special on Flickr.

—Posted by Brian Morrissey