IM for DM

"Yahoo! has a great IM tool for marketers called IMV. IMV integrates chat into a brand-based template or skin for their IM. So if I am a tweenage girl with a strong desire to express my individuality, I might accessorize with a "Choco-Kitty" brand skin on my IM software. Once set-up is complete, the brand appears in the IM screen as wallpaper with links ready to enable me to buy merchandise or send to my friends. The opportunity to tie brands to skins is vast. However, the key is to integrate the opportunity to transact."