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BzzAgent Launches Word-of-Mouth Media Channel

Word-of-mouth marketing and media firm BzzAgent has launched a word-of-mouth media channel that will enable advertising, marketing and public relations firms to purchase access to BzzAgent’s community of some 130,000 consumer volunteers (“buzz agents”) - similar to the way they would buy time on a broadcast network or space in a publication. “Our dedicated agents are eager to join more word-of-mouth campaigns,” said Dave Balter, founder and CEO of BzzAgent.

Arnold, the headquarters of Arnold Worldwide Partners, will become the first advertising firm to implement a word-of-mouth campaign - for Hershey Foods - using the BzzAgent media channel. In addition to using word-of-mouth to empower Hershey customers to share their experiences with other consumers, the comprehensive product sampling campaign in March will include online and broadcast.

Agencies participating in BzzAgent’s Agency Partner Program maintain significant control over campaign strategy, creative and messaging, with BzzAgent supplying the technology platform to implement, manage and measure the campaign. Currently, only those agencies in the Agency Partner Program can use the word-of-mouth media channel.

The launch of the new channel follows the announcement, last month, that the company had closed $13.75 million in Series B funding.