Buzz marketing: when you are talked about

What is buzz marketing?

Buzz marketing is a specific form of marketing communication whose main objective is to generate public interest, provoke debate and get people talking about a product, brand or event - i.e. to create a buzz.

Unlike traditional advertising, which relies on direct messaging, buzz marketing taps into natural curiosity, emotion and social interaction. It is typically associated with unconventional or surprising forms of presentation - whether it be astonishing promotions, unexpected collaborations, or controversial messages.

Buzz marketing as part of guerrilla and WOM marketing

Buzz marketing is often considered a subset of two other forms of marketing:

• Guerrilla marketing - unconventional, low-cost strategies that rely on creativity and the element of surprise.
• WOM (word-of-mouth) marketing - word-of-mouth marketing, where customers spread messages among themselves.

The common denominator is an emphasis on authenticity, memorability and rapid dissemination of information without massive investment in advertising.

Tools of buzz marketing

Buzz marketing can use various tools and techniques, including:

• Viral marketing - Dissemination of content (e.g. videos, memes, campaigns) that people willingly share themselves. The goal is to make the content "go viral".
• Astroturfing - Creating a false impression of spontaneous public interest (e.g. through fake reviews or fake discussions). However, this approach is ethically problematic.
• Influencer marketing - Involvement of well-known personalities who help create buzz around a product through their recommendations.
• Surprise product launch -  e.g. secret launches, limited editions, product giveaways or unexpected events.

Benefits and risks of buzz marketing

Benefits:

• High reach through organic spread.
• Creates a strong emotional connection with the brand.
• Low cost compared to traditional advertising.
• Higher credibility - people trust recommendations more than ads.

‍Risks:

• Difficult to predict impact.
• Risk of negative publicity (bad buzz).
• Ethical boundaries (especially for astroturfing or controversial campaigns).
• Need for strong creative and quality execution.

Examples from practice

• Red Bull Stratos (2012) - Felix Baumgartner's leap from the edge of space was not only a scientific experiment, but above all a brilliant buzz campaign.
• Ice Bucket Challenge (2014) - A viral campaign that went viral among celebrities and everyday users alike, bringing huge attention to the disease ALS.
• IKEA in Tokyo (2021) - Launch of a 10m² micro-apartment as part of a marketing campaign - combining controversy, innovation and viral potential.

Ethical dimension

Buzz marketing often operates on the edge of ethics - especially when it uses inauthentic methods (e.g. astroturfing). Companies should ensure that their campaigns are transparent and non-misleading. After all, audience trust is one of the main pillars of successful long-term marketing.

Summary

Buzz marketing is a dynamic and effective way to grab customers' attention and get a brand "talking". It harnesses surprise, emotion and the power of sharing between people. If planned correctly and executed ethically, it can deliver a significant impact at a fraction of the cost of traditional advertising.