My five-year-old son has recently been jarred from the simple, old-world charm of "Thomas the Tank Engine" and into the fast lane of Octoparks and Gorilla Attacks in the Hot Wheels universe on Hotwheels.com with the simply brilliant phrasing, "Hot Wheels. Beat That!" Rarely does a day go by where he's not living out high-speed fantasies on the many games or track-building features of the site.

The site has two problems easily cured on the desktop: saving progress and converting registrations.

In what has become the Murphy's Law of my son's life, just as the supremely perfect Hot Wheels track is coming to fruition, it's time to do something else and the computer turns off, resulting in much unsaved progress and disappointment (read: whining and stomping).

On the desktop, he could save his track for later, print it, share it with a grandmother (who is always in a cat-like state of readiness to indulge) and, most importantly, save parents from many unnecessary arguments over the computer going dark. Putting this functionality behind registration gives both users and those affected by user behavior motivation to take the next step in engaging within the brand discourse on a daily basis.

Hot Wheels is another site where streaming video is provided in a small window to accommodate a large range of user internet bandwidths. For as many times as my son replays his favorite commercials, offering crisp, full-screen video without bandwidth limitations on the desktop is a powerful persuader consumer brands can't afford to miss on creative work they've already produced for TV.