This is a great overview of Buzz Marketing that does a really good job of defining what kind of products BuzzM works best for and what trends may develop if the marketing tactic is overused as we fear it is predestined to be.
Here’s a list BW published on the rules of Buzz:
Want to get the world talking about your product? Here’s how to get started:
FOLLOW THE LEADERS
You only need to reach a handful of consumers–as long as they’re the right handful. Identify true trendsetters and let them spread your message for you.
Lure those key consumers with coveted items–whether hot news, loaner cars, or cool gadgets–that are in short supply, and let the buzz begin.
Although a buzz campaign may have fictional elements, the premise should be true to the brand. What works for a Lucky Strike could be wrong for a Marlboro.
OR BE BLATANTLY INAUTHENTIC
This approach can work as long as consumers don’t feel duped. Humor helps, too. Think of it as Joe Isuzu with buzz.
PREPARE FOR THE UNKNOWN
Buzz-building is an intangible, unpredictable process, aimed at a slippery target. If you can’t go with the flow, buy a TV ad.