Value of marketing bookmarklet?

The Digital Buzz blog posted today a new campaign by M&M called M&M’s Internet Invasion Game . The game was “developed” by BBDO Denmark , and there are tons of learnings we could get out of this. 1. The M&M’s Space Heroes is actually a straight up copy of the Kick Ass bookmarklet by Erik Andersson, also covered by Wired among other respectable publications. BBDO’s code acknowledges it was inspired by it, though it’s just a copy with new graphics.