Technorati's Richard Jalichandra said ads for any product or service can be sexy if targeted at the right audience, giving the example of promoting IT news and blog-related posts to IT industry people on Technorati. "They all wanted to see conversations about IT security popping on the Internet." Tom Troja of Social Symphony pointed to a social campaign the company had done for Barefoot Wines involving beach rescue and clean-up and tapping into customers environmental interests. But a big "boring" competitor like Gallo could adopt the same approach to engage people with social efforts that tie into things they care about.