I read about this on cnet. Apparently, Ford and some other major companies are starting to come on board and give it a try. The idea is that by mixing the concept of a press release with the viral abilities of social media, a company can leverage better coverage for a product release by offering an easy to use format to spread the word.
In theory, if you give people a nice little package that includes PDFs, Flickr-able images, YouTube-able videos, and social boomarking buttons, then people will bookmark it, blog it, and generally spread the word for you. In theory and soon to be in practice, the concept should take off very nicely. It’s just a matter of time.
The link below goes to the actual template supplied by shiftcomm.com.