Wiki. Each volunteer was provided with contact and location
information on a wiki. The wiki technology was mainly used for
customer relations management (CRM). The wiki included winerelated
cartoons and other entertainment and advertising.
• Podcasts. Web-content feed enabled by an RSS was used to
push information to participants’ inboxes. Information included
wine news, wine analyses, and descriptions of the 100 parties.
• Video and photo links. The corporate blog supported video
links. Bloggers could cut and paste embedded links to YouTube
videos directly into an entry. The company also posted videos
on YouTube (youtube.com/stormhoekwines) and pictures at
flickr.comflickr.com/search/?w=all&q=stormhoek&m=text.