My latest post at MarketingProfs...
When I wrote about the experiment Mars did with its Skittles.com site a few months ago, some people turned up their nose considering it little more than a rip-off of something advertising agency Modernista tried a year earlier.
Basically, Skittles.com itself is a "widget." Links in the primary navigation go to Facebook, YouTube, Wikipedia and Twitter search. In other words, it links to sites other than itself and does so as part of its architecture.
Guess what, it's not a rip-off, it's a trend, and at least two more such sites have entered the landscape: Sharpieuncapped and Building43.
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