Interesting Adweek article comparing flashy marketing microsites – eg: Coca-Cola’s Happiness Factory – with more-modular, theoretically lower-cost, bloggier sites – eg: Barbarian Group’s GE Adventure. (Those sites don’t work as a head-to-head comparison, but they are pretty good examples of the two categories.)
Ultimately, they’re just different techniques with different strengths and weaknesses. Entertainment vs content, exchange and sustainability. Or something. And they’re not mutually exclusive, obviously. Those soft drink and candy microsites do generally bum me out. Seems they could find something more constructive to do with the money. Even them.