Miel has a post about Melody: Coolz0r – Marketing Thoughts � Logitech’s 17 Year Old Brand Ambassador.
The first thing a jaundiced marketer would wonder is if this is just a special case. After all, the product that Melody is videoing about is the video camera. It’s hard to be more self-referential than that. The second thing I would imagine one would ask is "how can we make this happen for us?"
Of course, you can’t make it happen. That’s the point. If Logitech had orchestrated this, it wouldn’t have worked.
What you can do is make products that allow people to feel good (no, great) when they express themselves. Products or services that involve stories that are fun to spread. YouTube is just the medium.