word of mouth?

Some people take word of mouth very literally. Coke is promoting Coke Zero by offering free, branded tongue piercings to customers in South America.

I suppose it's better than getting paid to tattoo the name of a casino on your forehead.

Even better? Being a true fan brand.

Came to me via Serious Eats, which got it via Neatorama. (We all play so nicely, don't we?)