The Marmarati

Staying true to its "You either love it or you hate it" ethos, Marmite has always attracted devotion from ardent supporters. This is the latest installment.

To promote their extra strong XO variant they created a secret society, the Marmarati. Privileged "1st circle" members, who were active bloggers, got to test the product. Naturally they spread the word, building hype before the product launch.

It's one of the best examples of a social media "ambassador programme" that I've seen.

See marmarati.org.