Who says your brand needs a big ol' web site?  Evidently Skittles has realized that media everywhere applies to their brand. 

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The collapsible application allows you to scurry around the social networking pages and groups that skittles has set up.

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This seems like a great way to organize your "earned" media.  While this may be the future of the web for brands who are not transactional destinations - the execution has left out an important social component.  Sharing.  too bad that the app does not let you post it, embed it, or share a link to it.

Hurray for skittles! I think that this is a good way to redefine your brand by the conversations that people are having about you.

ON: The Skittles Social Scene is the Brand via @jpenabickley