While searching for the latest music video from UK-based trip-hop vets Massive Attack, I came upon a more interactive experience than you’d typically expect. While most artists share content on outlets like YouTube and Vimeo, the “Splitting the Atom” video is based on a dedicated Tweatre (we didn’t make this up)—a Twitter-enabled, content-rich microsite that encourages viewers to share their reactions through tweets.

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Hey nerds: wanna go to Yale next year? Consider yourself warned.

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How do you make people remember a 60-year-old chocolate bar? Reinvent it for a new decade. That’s what Nestlé’s doing for its Crunch bar. It got a makeover recently (crunchier rice, creamier chocolate) and received a very 2010-worthy new media treatment. Viral video! Celebrities! Extreme stunts! Facebook!

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Have you seen today's media section on the Huffington Post? Our CEO (and "Chief Editorial Officer") Kirk Cheyfitz here at Story Worldwide has a piece up today called "The Decade of Living Stupidly." It's about mistakes the media moguls made in the past decade, and some thoughts about what's got to change in coming years:

"For traditional news media barons, the first decade of the century was ten years of living stupidly. Will they get smarter in the new decade? If, as Will Shakespeare once wrote, the past is prologue, then the media moguls haven't got a prayer. They've been entirely too busy claiming the internet and its content aggregators are putting them out of busines...

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Did you know? Stella Artois was originally brewed as a seasonal beer, a fact it’s toasting during the holidays. In case you haven’t noticed, the spot “Stella Artois was made for Christmas” has been running across your TV screens. (Significant, if you’ve noticed the heated “happy holidays” debate; Best Buy may have gotten itself on consumers’ naughty list this year after an atypical but good-natured wish toward Muslims.)

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I’m pretty old fashioned when it comes to my books, newspapers, and magazines. Yet despite my marginalia, I’m forever forgetting where that certain line or passage is—right when I want to read it to someone. Enter Google Books. I can certainly see the utility in that! And now it’s added magazines to the lineup. I want to scream “Disconnect!” but I can’t stop reading New York.

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Estee Lauder is testing the e-waters this month with a new social media component of to the traditional makeover. Girls, it’s time to get your face(book) remade.

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The rules for endorsements and reviews have been rewritten for bloggers and their partner brands. As of December 1, The F.T.C. will put blogs, their authors, and social media endorsements under new scrutiny. The feds hope the legislation will make the blogosphere more honest. But are their efforts destined to repress a thriving online world?

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Best Buy is staying positive about the upcoming holiday season. It's prepped not with a product push or price reductions, but by emphasizing its hands-on customer service. As Ad Age reports, the company launched a number of clever and innovative new media tools to help shoppers this season.

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