MarketingSherpa: How to Get Word-of-Mouth Buzz Among Teens — Tips from Procter & Gamble

This article gives us an inside look at how Procter and Gamble put together Tremor, their word-of-mouth marketing program that is based on a database of 200,000 teen connectors.

I have to say that whilst I'm fascinated at the sheer scale of this operation, I still need convincing that its premise is right. Word of mouth is most powerful when it is *natural* and therefore message, rather than network driven. Whilst I don't have any problem with people *seeding* a message, this system seems far too heavily focused on distribution.