Axe does a Skittles

http://www.theaxeeffect.com/

Interesting to see companies creating their own 'webs on the web', rather than a a series of more or less independant sites and microsites. Having a series of branded and unbranded social media presences, linked to from a central hub and ideally plugged into freiend freed, tumblr and a load of other streaming platforms really does seem like a smarter way to get your brand online. I have to say i prefer Axe's approach to that of Skittles (http://www.skittles.com) as it gives that brand and how it like to portray content much more of a role (and a much more of a bill i imagine), rather than just tapping into content and keywords on existing sites.

Thoughts?