Buzz market
ing is a form of advertising where the consumer is supposed to be unaware that they are being targeted. A company gives their product to a person who best represents their target market to use in their everyday life. The person becomes an unassuming advert engaging the people that they come in contact with in conversation about the placed product. This way the product is being presented on a neutral platform which gives it more credibility. This is an extension of the concept of having celebrities wear a certain designer on the red carpet, or drink a particular beverage in a movie. The product is supposed to slip seamlessly into the targets unconscious causing them to act on the image they are being presented.
Carlsberg has taken this buzz strategy to try and gain a more youthful market. Carlsberg has long been associated with European football, and even endorses the Toronto FC football club. That area of the market is secure, and now it’s time to branch out. Carlsberg has been paying attention to social media like Facebook and Blogs. Carlsberg saw the amount of word of mouth that can be created in these networks, and decided to capitalize on it. They supplied a certain amount of free beer and Carlsberg paraphernalia to a group of handpicked bloggers that they saw as having an extensive enough network to gain some popularity, and got them to host a house party. Now this isn’t where the term “buzz” marketing came from, but it defiantly brings it new meaning when young adults are catching a buzz from you buzz marketing campaign, seems like an obvious fit. After some Tylenol and rehydrating, the selected bloggers put up pictures and wrote a blog about the evening’s festivities, something they would have been doing anyways, only this time in the pictures everyone has a green bottle of beer in their hand.
Buzz marketing and social networks have a lot of loyal fans as well as a lot of sceptic about their effectiveness. Here Carlsberg has used both effectively to generate brand awareness. 
