I was just passed on an email from Skribit. I had never heard of the project, but the idea of their campaign was great. Mail bloggers and get them to blog about their product. And... look at me... what am I doing? Right.
First step for me: check out what it is.
Second step: blog about it. Did not really go through the whole setup yet, but it looks OK and you never know it's interesting.
Lesson learned: innovative approaches do work. So... why don't you take a look at Skribit. They are here.