Buzz Marketing some succesful examples

Rather than blitzing the customers with TV commercials for its new Focus subcompact, Ford Motor Co. recruited just a handful of trend setters in a few markets and gave them each a Focus to drive for six months. They were asked to be simply seen with the car and to hand out Focus-themed trinkets to anyone who expressed interest in it. For its campaign, the managers were not looking for celebrities but for common individuals who seem to influence the trend of what was cool in that season: assistants to celebrities, party planners and disk jockeys.