InvisibleShield and Social Media
A few months ago one of my good friends, Cameron Gibbs, went to work at InvisibleShield, a company that makes scratch-proof covers for iPods, laptops, cell phones, etc.
Today he sent a link to a YouTube video that they made showing just how strong their shields are - check it out. I think this is a really good example of harnessing the power of social media - Gibbs - who would have thought? 
What I really like about it is that they found something that actually made a very boring product interesting. The last thing that anybody wants to sit and watch is some video about how a little piece of plastic keeps your cell phone from getting scratched - watching the shield keep 1k pounds of weights from crushing the phone, though, makes it a little more exciting.
While InvisibleShield isn’t an internet retailer (they do have their own web store, but I have a feeling that the majority of their sales will go through distribution channels with time), it’s an important lesson for internet retailers - just because your products are boring doesn’t mean that your marketing should be!