Mash-ups, a hybrid Web application that combines complimentary elements from two or more sources, are bringing together the best of both worlds and pushing for innovation. One such application is Unype that lays Internet-based phone Skype over Google Earth. Unype users can access Google earth, dial-up a friend over Skype and guide one another to desired locations while taking a look at places together and holding conversations.

Unype creators are already thinking ahead to higher-level versions. Going beyond the beta, they will be adding avatars to represent the parties going on virtual trips. The subsequent iteration will allow for multiple participants (think conference calls) and finally they will be able to drop in models onto places they see through Google Earth.

Adding avatars to a guided, visual conversation opens the floodgates to branding, experiential marketing and social networking. With construction models that avatars can view, walk through and change, we might finally be stepping out of Second Life and have more flexibility in organizing online events, demonstrations and collaborative spaces that has voice and animation. In the long run, this application has many uses for tourism, real estate and entertainment players who need to illustrate experiences to consumers. From a PR perspective, applications as such would open new venues to create events that reach people across borders, tap into their senses and solicit their feedback while bringing them closer to a brand, product or company.