Originally posted by nixcamic viral marketing campaigns
Viral or guerrilla marketing only works for a given target audience. A company needs an enthusiast customer base before it can apply it.
Maybe, Pentax now learns that it has this base and how precious it is. I.e., how precious we are. Hopefully, pentaxforums.com earns some attention and Pentax Japan, from time to time, talks to their enthusiast base.
Guerrilla marketing basically works because journalists like to source their info from forums and blogs. Saves them a lot of time to develop an own opinion...
And the bulk of consumers believe what they read in "test" magazines...