What Matters Now
Our marketing hero Seth Godin pulled it off again. To launch his new guru-crowdsourced book What Matters Now he decided to go viral. And it worked 
A deluge of ideas include Tony Hsieh (Zappos.com), Jason Fried (37signals), Gary Vaynerchuk (garyvaynerchuk.com), Chris Anderson (Wired), Gina Trapani (Lifehacker) and Tim O’Reilly (O’Reilly Media) is the result. Get the book for free here