“The more you can engage with your consumers and provide tools back to them, the more viral your services will become,” Horowitz says.

Wise words. Wiser still, the example Scoble uses to bring the story to life:

Visit the Web site of iPhone-case manufacturer Incase (goincase.com), and you’ll see embedded Flickr photos along the bottom. The net effect is that Incase showcases its corporate personality and lets you be part of its community. You can put a photo on this page simply by adding the Flickr tag “goincase” to your snapshot.

I wonder who built that site… Oh, that’s right! Electric Pulp did!1!

High 5, Incase. High 5, Hummel. High 5, Scoble. Good game.

ps: Congrats to the Scobles on the new baby. And the new 5D.

First of all, incase has incredible products — ballistic nylon ipod cases, neoprene laptop sleeves, guitar cases, backpacks, more. Prior to just now, you had to try to remember crazy domain names like target.com or apple.com to find them online. Who needs the confusion? Now you can get them direct at goincase.com

Second, this is a design shop. The site needed to reflect that. We ripped off incase’s product description, poured it into the machine, and churned a site that merges functionality, versatility and clean, modern design. (And by churned, we mean collaborated through a few iterations until all was solid, but somehow that seems more like work.)

Next, this isn’t an ordinary ecommerce shop. It’s innovative in its geekery, but what we like most is the way incase fans can plug into the site. Reviews, customer pics, and more make this site a living, breathing extension of the incase brand, customers and all.

Last, the incase team / clan / squad (?) rawks hard. We’ve had a blast working with these guys from the trip out to LA through the site launch, and we’re looking forward to keeping that going.

We could keep blogging, but that’d keep you from visiting the new site. Enjoy.