Infiltration marketing
From Wikipedia, the free encyclopedia
Infiltration marketing is a marketing strategy in which marketers strive to understand and infiltrate consumer culture at a local, grassroots level, by identifying and engaging thought leaders and trend setters within the consumers' community (e.g., the local DJ, popular local musical groups, or the captain of the local sports team rather than nationally famous celebrities) and targeting their communications directly to them. These thought leaders are key influences within their social groups and engaging them early helps to quickly facilitate a strong emotional connection between consumers and the brand. Infiltration marketing also often utilizes high-impact, exciting brand sampling events at local venues. It was pioneered by PepsiCo in 1995 with Josta.
