uerilla marketing has a new name and the name is RepNation Consumer Powered Media. The company uses social networks to focus on the buying habits of young people. Till some time ago, RepNation was a division of Mr Youth, which specialises in the college market. The new entity will broaden its purview to include teens, young professionals, 'soccer moms' and technology enthusiasts.

The New York agency begins operations with a network of 30,000 people they refer to as 'feet on the street'. The people are regulars who the company has identified as those capable of influencing their peers in fashion, technology and beauty products. Recruits range from brand ambassadors who go out and develop marketing campaigns to word-of-mouth influencers who are given information about new products. The brand ambassadors are compensated monetarily, whereas other recruits are compensated in terms of brand rewards.... more