Company: Fiskars
Campaign: Fisk-A-Teers

The "a-fisk-a-what?" link on the Fiskateers homepage gets right to the point:

Fiskateer. In other words, an ambassador for crafting. And for Fiskars. Why do we need ambassadors? Because we want to open the lines of communication -- to know the people who use our products. You are the ones who keep us in business. And we want to hear what you have to say about current and new products... We want to know about being a crafter/mom/working woman, and what you like about us and what you don't. We can take it, we promise.

Fiskateers is an ongoing campaign by the Fiskars company, traditionally known for its scissors, but more recently a maker of tools to meet the growing demands of rabid scrapbook hobbyists. The project relies on blogs and message boards to engage users with what Andy Sernovitz describes as "a fundamentally boring product." Sernovitz is CEO of GasPedal and adjunct lecturer in integrated marketing communications at Northwestern University.

Perhaps most importantly, through the campaign, Fiskars breaks the fourth wall by talking directly with its customers, including opening itself up to criticism. Fiskars also hosts real-world scrapbooking conventions as part of the campaign. Fiskateers.com brings in an estimated 353,000 visitors a week, according to Alexa traffic rankings.