Who: Greenplug
What: “the first developer of digital technology that enables real-time collaboration between electronic devices and their power sources.” In other words a maker of a product that acts like a universal power adaptor; no need for multiple chargers and cables for all your daily gadgets such as cell phones, laptops, digital camera, MP3 player etc.
Why: Greenplug needed to supplement their corporate website with a viral site to generate public enthusiasm and media coverage. Greenplug was also a new company, with a new website (bad for search engine ranking), a start-up (ie. low budget). The benefit of their product (one plug adapter fits all your gadgets) is easy enough to understand but challenging to evangelize.
