Well, it's now trying to moneterise these sites by partnering with “passion brands” to generate advertising revenue. Yahoo! will build what it calls “brand universes” which are essenially community sites focussed on a single brand or product. Yahoo! will build the sites for free and incorporate the likes of Flickr and del.icio.us into the product. Yahoo! search will drive enourmous amounts of traffic to the sites.

Nintendo have been the first to use these brand universes to promote the Wii console.

READ THIS ARTICLE FOR $15
$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in