Hasta La Creative!

NEW YORK (AdAge.com) — Fiery race-car crashes, exploding oil refineries, policemen shot in the chest at point-blank range — these are just some of DuPont's new social-media tools. Fearing that it's losing touch with young professionals who don't read traditional media, the chemical giant developed a social-media strategy anchored in viral video. Digging into its archive, it pulled out some of its most spectacular product test and demonstration footage. And this became the core of a series of three-minute programs hosted by video blogger Amanda Congdon and distributed widely across online video sites.