Last week, author, blog-guy, and all around fun marketer Joe Jaffe threw out a challenge to the world of blogs - that he's been pleased with the reviews that his book "Life After the 30-Second Spot" has been getting, that sales are decent, but that he wants to take things to the next level. (ed: Chris and I also reviewed the book here at AJ) His challenge is simple: tell him that you'd like to write a review of his book, no matter the content, and he will send you a copy for free - unless you don't want one or already have it. He's going to keep up on the statistics on his site, in the effort to make the whole thing transparent, and is absolutely confident that this experiment is a worthwhile one.

So far, as stack of people have already asked for a copy, and Jaffe recapped the first week a few days ago. Obviously Joe has an interest in book sales, and will have to cover the cost of paying for all of these books to send out, but he's taking a double risk. Should all the reviews pan his book, he's out the cash and out the positive buzz. But the flipside is just as large-looming.

AdJab's Chris Thilk and I bounced this around via email, and Chris says that "What Jaffe is doing here is essentially attempting to prove his thesis. Can a campaign that draws on the power of a few empowered individuals affect change on a significant level? By tapping a few select influencers (and me) to spread the word about his book and then share the results with the rest of the class he's really asking himself if he's right. It's the post-game metrics that will be the most interesting to watch. What will the spikes look like and when will they appear?  I think Jaffe is, if nothing else, bold and fearless in trying this approach." Bold and fearless, just how we like our marketers, right?