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The standard Internet advertisement is so familiar that most people tune it out: a billboard stripped across the top of a Web site, waiting for consumers to surf by and maybe click on it.
Now a young generation of online-ad creators are pushing a newer idea: putting a brand on a mini-site so fun or useful -- a video game or a spruced-up calculator or a live sports update -- that people download it, paste it on their personal blogs or social networking sites, use it again and again and share it with friends.
"The new role of companies is not to produce content and spoon-feed it to users," said Hooman Radfar, 25, the founder of Clearspring. "Their new role is to create tools people want and push them out so people can use them however they choose."
Submitted by aki - 2007-04-09 13:51:08
Channels - fallonplanningblog
Tags - advertising 
interactive 2.0 agency ad deathwatch branded mass hive mind widget utility
