Buzz marketing in Canada

Church of the Customer: Buzz marketing in Canada, eh?: "At Matchstick [a word-of-mouth marketing agency] in Toronto, a typical national word-of-mouth campaign runs like this: 'Product seeders' are hired to identify 'influencers,' who are naturally enthusiastic toward a particular product category. Several dozen seeders reach about 100 influencers in each city. Matchstick hands out samples, thereby 'seeding the product,' then sends them on their way."