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