Skittles was one of the first brands who compressed their site into a widget format. It aggregated content from multiple sites: Flickr (photos), Youtube (videos), Friends (Facebook group) and others. It clearly shows the power of Web 2.0--increasing social interaction in an open-format manner.
Most recently, Zombieland (the new release of Sony Pictures) incorporated this new format for several items. I wonder what will be the next innovation. . .
