| Public relations and marketing campaigns can be | | | | "Dockers free pants" was the top-trending search |
| designed to effectively stimulate positive | | | | term on Google, the leading search engine. |
| word-of-mouth buzz, which is an exponential | | | | Using the Internet to Effectively Generate Buzz... |
| expansion of word of mouth (WOM). The key to | | | | is a Web site based company designed to help |
| generating buzz is to generate excitement. There are | | | | marketing campaigns spread buzz. The site recruits |
| various techniques that marketers can use to | | | | everyday people to actively spread word-of-mouth |
| successfully accomplish this. | | | | about products their clients are looking to promote. |
| Buzz marketing has made massive successes of | | | | Anyone can join Buzz Agent's WOM marketing |
| products and brands including Pokemon, Beanie Babies, | | | | network to try new products and spread word of |
| Tickle-me-Elmo, the Harry Potter books, and Zhu Zhu | | | | mouth. Some of their current campaigns include |
| Pets toy hamsters. Word can spread exponentially | | | | DANON Dan Active, Starbucks Pike Place Roast, and |
| with little or no mass media advertising supporting it. | | | | Mrs. Paul's. |
| Successful National Buzz Marketing Campaigns | | | | Additional Internet Marketing Techniques for |
| Include... | | | | Leveraging Buzz include: |
| During the 2004 Summer Olympics, Dodge launched | | | | |
| the Pontiac G6. In the marketing campaign for the | | | | 1. Viral marketing - This is an online "pass it along" |
| product launch, Dodge aired short "teaser" ads with an | | | | strategy. It uses electronic marketing communications |
| edgy rock theme and the G6 logo, but no car! The | | | | to trigger brand messages throughout a widespread |
| idea of this marketing campaign was to create build-up | | | | network of buyers. Viral marketing is often |
| to the launch and generate buzz. | | | | accomplished through Email Marketing Campaigns and |
| More recently, ABC crafted a marketing campaign for | | | | the distributions of Electronic Press Releases. |
| the premier of the final season of their hit show LOST. | | | | 2. Social Media - Social media can be used to |
| The campaign generated lots of buzz, especially online. | | | | generate buzz amongst a large network of people. |
| They released trailers and commercials for the new | | | | Companies can create Facebook fan pages for their |
| season that did not feature any new footage. This | | | | products or brands, Tweet about the latest news, and |
| kept online fan forums buzzing with speculations on | | | | much more using social media sites. Online video |
| what was to come. | | | | distributions on sites like YouTube can also be very |
| Another way a marketing campaign can generate | | | | effective for product promotion. |
| buzz is through product samplings. During the 2010 | | | | 3. Online Guides -These serve as online opinion |
| Super Bowl Dockers aired a commercial advertising a | | | | leaders. About.com, for example, utilizes online guides |
| free pants giveaway. By the next morning the phrase | | | | to provide original consumer information and advice. |