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Mark Hughes book Buzzmarketing is out in stores now!

I talked to Mark over a year ago about my BuddyGopher project, and sure enough me and Ryan get a nice shout-out on pp134-137. (What has never been printed, but deserves mention, is that Ricky was the biggest adrenaline shot to our traffic growth.)

The Buzzmarketing book even features a good summary from my college semesters working with Burly Bear and Mountain Dew's AMP campaign.

Nick Gray had some experience doing it the wrong way and the right way. The wrong way? It's another Pepsi story; they usually get it right, but not this time. They were launching AMP, a high-energy drink to compete with Red Bull, and Nick had been hired through an agency to become the AMP ambassador. Pepsi's AMP marketers ran the numbers and decided each college would get two thousand cans of AMP every month. Nick was the key man to distribute these cans.
But do the math: Wake Forest has only four thousand students. Nick and two other people would have to reach 50 percent of an entire school. In order to make the numbers, they had to give out the stuff in cases, not in singles. Furthermore, Pepsi gave a cooler big enough to cool only fifty cans. And warm AMP tasted awful.

You can find the book in almost any bookstore these days, so check it out. It is definitely a fun read.