Last year i posted a story on the Modernista website and it's progressive approach to utilising web services.
Now the first blue chip to have taken the plunge is none other than Skittles. Amazingly almost the whole site refers to other services. Their news is simply a feed of people mentioning Skittles on Twitter. Which means that you can indirectly interact with their site - as shown here....
Check me out in the comments
By adopting this approach Skittles are making a bold statement on their brand. It would seem that they happily expect consumers will interact positively or negatively. By leaving the content in other people's hands they are opening a dialogue and allowing consumers to feed back comments in to their operation.
Bloody genius in my opinion and i hope it was Modernista behind it.