Just days after I made a presentation about how companies can use twitter to show what people are saying about them on their own website http://www.skittles.com has gone and used a twitter search for skittles as their website. Whatever you say about skittles is now posted right there, on their site. They did have to implement an age question in an attempt to block under aged viewers from the questionable content that is present when you give people this kind of a forum. Overall it seems to be quite clever though. I think it is quite a coincidence.
Also, if you click on the link to their products via a little overlay they have set up, it directs you to their wikipedia page. This I find to be also clever and brave.
There's also some facebook integration going on here.