Threadless, in case you're not familiar with the company, is a community-driven online t-shirt store/content based in Chicago.
The site does a phenomenal job leveraging their 300,000 person strong community to create products (people submit designs that are voted on and winners are paid $500 plus their design is then produced and sold) and promote those products (lots of affiliates and community participation).
The company is now selling millions of $ in t-shirts per year and growing 3-4x every 12 months.
I'd encourage you to check out the site and explore how they've achieved their impressive success via community marketing.
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