A Hybrid of a Promotion

Gawker Media, publisher of popular sites like Sci Fi favorite io9.com, feminist Jezebel.com and gossip hotspot Gawker.com is running an especially innovative promotion with Toyota’s Prius Hybrid. Registered commenters (it’s free) can create their own, personalized Hybrid site, combining content from any or all of Gawker Media’s eight websites. What do you think of this unique way to leverage a brand’s imagery into a media sponsorship?

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