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I've got to say, Skittles gets it. Not only do their commercials rock, but their website is one giant social media hub. The site has a tiny navigation bar ont the upper left hand corner and then leaves the rest to user-generated-content on sites like Flicker, YouTube and Facebook. Of course, the clever people at TBWAChiatDay New York feed the site with great content that keep people coming back and sharing.
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