Dell Uses WOM to Launch iPod Competitor
Dell is relying on WOM to launch a new product, The Ditty, which will compete with Apple's iPod Shuffle. The effort marks the first time Dell hasn't turned to traditional advertising to bring out a new product. It's asking employees and focus groups to talk up the Ditty, which holds up to 220 songs. It's also created a web site and viral e-mail effort targeting teenagers and young adults.
More info:
http://www.dellditty.com/guitar.aspx
