Let’s say that you are UPN television and your want to promote your broadcast of
America’s Next Top Model. You would certainly
not turn to
Marketing Blurb for help. If you smart, you will turn to
Alloy.com, a lifestyle and shopping site targeted to teenage girls. You would ask Alloy to monitor chat inside the site, in hopes of identifying 500 influential girls who have expressed interest in the show. Alloy can deliver these girls, naturally. Next you send these handpicked teens themed party kits promoting the Top Model show, and tell the girls to invite their friends to party and buzz the broadcast. Yes, the girls know UPN is the sponsor, but hey—a
party is a party. We’ve already explained how Procter and Gamble also does buzz marketing with their Tremor service for teens and
VocalPoint service for women.
Brandweek takes issue with the ethics of the technique, but hey—a
party is a party.
Photo Credit: Brandweek
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