Writing for iMedia Connection, Brandon Evans highlights five essential approaches when organizing word-of-mouth campaigns.  While Evans only implies it, campaigns that rely on pass-along have to compel people to volunteer time and effort to help spread word for what they recognize as a marketing effort.  His list of essentials all strike at this core requirement by following one or more of the following approaches: empower individuals and position them as influencers, deliver a meaningful message that inspires activism, provide really compelling content, allow ways to personalize content, or give away free stuff.

While the methods may seem straightforward, Evans presents examples where brands succeeded with creative approaches that fall within the guidelines.  He cites campaigns for each, ranging from word-of-mouth efforts for President Barrack Obama to Activision’s action game Prototype.

Read more at iMedia Connection.