Every business we can think of needs good word-of-mouth advertising but so very few attack this task head. Mostly we hope for the best. Guerrilla Gary Brody hunts down his word-of-mouth advertising with an online marketing tactic.

Gary runs an independent record label and uses online music lovers to hype his new releases. He visits online discussions, newsgroups, and forums, choosing people randomly to receive copies of new releases for review.

Respondents supply their real world address and get free copies of new music. The music comes with a request that if they like the music, to please post comments online and/or share them with friends. If the music is not to their liking, then they are under no obligation.