* Explain why the product is ideal for them (and their friends); the goal is to get them actively engaged with item.
* Make it a two-way conversation, rather than coming off as telling the adult consumer what to say to others.
* Tap into passions-for women, family-related issues; for men, sports and cars.
* PR, special events can enhance buzz.
* Be upfront-tell them they're part of a buzz campaign. Disclosure is key.