Magazine

Table: The Latest Buzz-z-z-z


Here's how some marketers are getting influential consumers to talk up their brands:

LUCKY STRIKE CIGARETTES

"Lucky Strike Forces" offered free coffee, cell-phone calls, beach chairs, and other comforts to ostracized smokers suffering outside office buildings. An 800-number told callers that "Lucky Strike loves you."

LEE DUNGAREES

Sent out faux homemade videos by e-mail to 200,000 trend-setting consumers. The idea: to drive them and their friends to a Lee Web site--and from there into actual stores.

PT CRUISER

Chrysler planted early units of its retro hot rod in rental fleets in trendy Miami to seed the grapevine.

VESPA SCOOTERS

Importer Piaggio USA hired sleek-looking models to buzz up to cafes and clubs in trendy L.A. neighborhoods to talk up the recently revived brand.


Toyota's Hydrogen Man
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