That blogs are rapidly changing the landscape of information is not new. How they do it is very interesting though. Here you have the domino effect in its purest essence. Blogs conspicuously provide an outstanding setting to promote collective action and mobilization (as a paper we recently submitted to AEJMC attest). In this particular case it does not refer to politics. It just exemplifies collective action to change the course of things. Nevertheless, it is a living proof of the potential of blogs as a tool. Hazruido.com (under the auspicious of Organe cell phone company in Spain) launched a viral contest to position a "the made up word" HABITAQUO into the top ten in Technorati (http://technorati.com <http://technorati.com/> ) . The word is still number one! I bet that now it is not only the inclusion of the word in many blogs but also the "curiosity circle" produced by people who search the word once they see it is number one. Here is some info in English http://www.whatsnextblog.com/archives/2007/04/why_is_habitaquo_technoratis_m ost_searched_tag.asp http://www.brandtarot.com/blog/?p=711 Here is the info in Spanish for those of you who are able to read it. Contest page : http://www.hazruido.com/ Google news: http://google.dirson.com/post/3292-palabra-concurso-posicionamiento-2007/ Cheers, HGZ