One of the things I like about the way Japanese brands (and agencies) approach digital marketing is the fact that blogs (and bloggers) are always on their mind. If you pay attention to most campaigns recently launched on the Web, you will notice that the "share/embed in your blog" functionality is always there. But it's not just a simple copy & paste of some content offered on the website. What bloggers can put on their blog is actually the outcome of their own interaction/experience on the brand website. And this the cool part, because it activates mechanisms self expression and generates spontaneous but conscious word of mouth where consumers are endorsers of a personalized brand message.
The latest example I've found of this interesting approach is the website launched by Casio to promote its CA001 mobile phone model. If you visit the Urban/Feel/Harmony section you will be able to compose your own music session mixing sounds taken from a series of instruments.
Once you're done with your track you can easily embed it your personal website and share it with your friends.
It's a very basic thing, if you think about it, but it works pretty well. Take note, and remember of it next time you start working on a digital concept. But remember that, as Paul Isakson wrote recently, brands should focus on creativing something that it's worth talking about. If the idea is not so cool, people won't spread the word about it, even if you provide them with all the possibile social media sharing tools on earth.