I hear marketers ask all the time how they can engage with their audiences and build “buzz” in new media. Check out what BlendTec is doing. The company makes mixers, blenders, mills and other appliances that chop stuff up. They took a cue from Letterman and posted a series of videos in which they grind up things you didn’t think could be ground up (like golf balls!). It’s a lot of fun to watch and it reflects very favorably on BlendTec because the videos really show off the power of the appliances.

So think: what do you do that’s really remarkable? How can you demonstrate that with new media and build awareness virally? Blendtec is an example of a company whose product most people consider a commodity using Web 2.0 media to look different.