The document discusses Bang & Olufsen's efforts to promote the launch of their BeoSound 3 product in 2005-2006 through engaging online communities and key influencers. Some highlights include: 1) They invited over 1,500 "BeoPhiles" or key influencers to a pre-launch chat and saw high open and click-through rates on the invites. 2) The pre-launch page and chat generated buzz on forums like BeoWorld, with many new forum posts and polls about purchasing the BeoSound 3. 3) Bang & Olufsen further engaged communities by creating an eCard engine for BeoSound 3 that allowed fans to create and share cards, with