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Communicating Over the Rainbow

Skittles candyReaching for a new way to attract young and tech-savvy candy-lovers, Wrigley company, maker of Skittles, unveiled a sweet new web site, built around today's most prominent social media tools. Embedding unaltered pages from Twitter, Facebook, Wikipedia, YouTube and FlickR, it relies heavily on site visitors (often kids) to contribute content. The effort is bold in its extensive use of social media. But does it help help sell those fruity candy chews, and how might such an über-mashup of third-party services work for other organizations?

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