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The Web is awash in time-wasting activities. That makes it hard for brands to stand out with check-the-integrated-box microsites. Lots of brands seem to miss the essential component of the most popular silly online apps: They're simple. Wieden + Kennedy rolled out a Valentine's Day microsite for Old Spice for people to send Someecards-lite ironic declarations of devotion to their significant others. (Sample: "I'll love you until the end of time, at which point I'm not sure what technically happens.")
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