Ever since it first saw the light of day on the web, Skype has been growing by leaps and bounds.

Say what? You don't what Skype is? Well, no problem. Because we'll bet you a pair of tickets to the Superbowl that most CMO's don't.

Skype is a proprietary internet telephony (VoIP) network founded by Niklas Zennström and Janus Friis. Acquired by eBay in October, 2005, Skype became famous for allowing users to call and video conference each other essentially for free.

Now comes something called The Branded Skypecast where brands have the ability to communicate with consumers using Skype. Heineken is one of the first to jump on the branded Skypecast bandwagon with its promotion of the Dutch band, Johan.

While its value to some brands will be limited to non-existent, it could prove to be an enormously powerful tool for high-interest categories where there exists an involvment-intensive customer base.




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