Have a Coke and an SMS

Coca-Cola, always intrigued by pocket technology, is poised to deliver branded content to cell phones. Ringtones, animations and wallpapers will be among the items created by a licensee. The key, according to a Coke spokesman? "Brand extension."

Moi

New from Lancome: Moi, "True beauty at its best." The website is a page-by-page image dump of the magazine, which is available at Lancome counters nationwide. The content is one long advertorial, explaining how to get the most out of Lancome's product line.

The genius of the website is discovered a few pages in: "content" comes complete with integrated shopping and hard-to-miss "add to bag" functionality at the bottom of the page. Read, like, buy: a true realization of the sales world's concept of ecommerce.