Marketing in a Web, Web, Web, Web World

Pepsi and Toyota do a lot of brand-building off the Web, based on consumers' interests and lifestyles, and reinforce those activities online. Makes sense to get the most bang for the buck using the Web to engage consumers in as many marketing activities as possible. More examples to follow. For now, check these out:

• One page on Pepsi's Web site showcases the company's involvement in car culture; another page focuses on fashion (not just Pepsi-branded apparel).
• A special page on Toyota's Web site trumpets the company's sponsorship of teams at events like the Bassmaster Elite Series Tournament Trail and the Danskin Women's Triathlon Series.
• Coca-Cola's Web site links to all kinds of marketing activities, including exclusive music downloads and its Second Life "Virtual Thirst" contest.