Word-of-mouth marketing and media firm BzzAgent has launched a word-of-mouth media channel to enable advertising, marketing and public relations firms to purchase access to BzzAgent's community of some 130,000 consumer volunteers (buzz "agents") - as they would buy time on a broadcast network or space in a publication. Arnold will become the first advertising firm to implement a word-of-mouth campaign on the BzzAgent media channel for a product sampling campaign for Hershey Foods in March.

The promotion will integrate broadcast, online and word-of-mouth media to empower Hershey customers to share their experiences with other consumers and the brand itself.

Agencies participating in BzzAgent's Agency Partner Program maintain significant control over campaign strategy, creative and messaging, with BzzAgent supplying the technology platform to implement, manage and measure the campaign.

Slotting fees for access to BzzAgent's word-of-mouth network are based on the number of consumer volunteers engaged in the campaign, according to the company. Premium services, such as creative, production and client services are also available.