November 2014
Intermediate to advanced
240 pages
4h 42m
English
Content preview from Fizz: Harness the Power of Word of Mouth Marketing to Drive Brand GrowthBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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CHAPTER 2
The Two-Ounce Culture: Why Smart Brands Sample
CASE STUDY: SUGARLAND
All bands give away concert tickets to fans. In 2009, Sugarland took the process to a whole new level, giving away pairs of tickets to anyone who cared to look for them–and sharing a little of themselves in the process.
First, some background.
Sugarland is a country music duo with a twist. As any fan of the genre can tell you, country music these days is divided between purists and mainstream fans. The latter group is more likely to embrace a Taylor Swift or a Brad Paisley, while the former casts a suspicious eye on any artist who can’t speak at length on the virtues ...
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