The Engaging Brand

Drew McLellan and Gavin Heaton saw an opportunity of bringing together the blogspshere to raise money for a childrens charity. In 2007 they raised over $11,000 through a book called The Age of Conversation which was a global project bringing together over 100 bloggers worldwide, to write their thoughts on what the age of conversation means to them. How did they engage people in the project, what lessons can we learn from this project, how are on line tools helping with global collaboration and how can you market on line?