To create buzz for Gwen Stefani’s new fragrance line, “Harajuku Lovers,” Matchstick — a Canadian-based word of mouth agency — reached out to 50 influential female fashion, beauty, and lifestyle bloggers in Canada and sent each of them a Harajuku Lovers Fragrance Kit filled with samples and giveaways. The bloggers responded with a bunch of…
Creating word of mouth by targeting a small group of big talkers
Being goofy can spark word of mouth: Burger King’s fragrance
Why would a fast food restaurant release a fragrance? Burger King's new meat-scented "Flame" answers: Because it's fun and people love talking about stuff like this. While it's unlikely that many folks want to smell like a burger, the idea is so outrageous that bottles of the stuff are going to be bought as jokes…