http://www.beet.tv/2009/06/bzzagent-measures-wordofmouth-for-hersheys-dunkin-donuts-mangroomer.html
Word-of-mouth is one of the most powerful types of marketing, but also one of the toughest to execute and measure. CEO Dave Balter told Beet.TV at the Digitas New Front that the company relies on a network of nearly 600,000 agents and volunteers who try products and tell others about them for clients such as Hershey’s, Dunkin’ Donuts, TVGuide, and even the “ManGroomer” product for shaving a man’s back, Balter said. “The goal of an agency is to stimulate places that aren’t as organic,” he said.
Andy Plesser