Cammie Dunaway, Chief Marketing Officer at Yahoo!, describes the following rules for buzz marketing:

1) PR - capture news media attention
2) Ideas are King - do something that's unexpected
3) Do, dont discuss - trust people to take risks
4) God is in the details - be prepared and have a plan b
5) Connect the Unconnected - bring unrelated ideas together
6) Capture the imagination - inspire people to think about new possibilities
7) Add Value - complement existing marketing campaigns and programs
8) Keep it Simple
9) Create Responsibly - dont deface public space or be obnoxious