Actually, the love's source is not The Wall Street Journal, but the Canadian marketing team of Darren Barefoot and Julie Szabo, authors of a recent book entitled "Getting to First Base: A Social Media Marketing Playbook" and consultants to, among others, Brother (Canada). It's the WSJ's "Small Business" column and Shelly Banjo, though, who get the credit for publicizing the clever techniques used by Barefoot and Szabo, on behalf of Brother, in touting their latest color laser all-in-one printer (looks like MFC-9440CN or related model). Influential printer bloggers got colorful customized comic strips encouraging interest and comments on Brother's new product.
Check out the column, entitled "Attention, bloggers!".