• by Lauren Berger , September 22, 2006

In the constant battle for brand awareness, advertisers can make sure their message is reaching audiences by enlisting the audiences themselves. L.A.-based youth marketer StreetWise calls on an army of more than 70,000 young adults to greenlight campaigns for products, movies, and events, then turns them loose with an arsenal of swag.

"Being able to voice your opinion about your favorite brands and companies creates a vested interest in the product," says Ryan Okum, vice president of business development. "It also creates a deeper relationship between young people in the [StreetWise] network and our clients."

In the StreetWise "Use It or Lose It" system, at least 80 percent of registered members must vote to approve each new campaign before the agency accepts it.

Once given the thumbs-up, members join specific campaign teams and gain access to goodies such as unreleased video games and exclusive movie trailers. StreetWise compiles their reactions and suggestions and presents them to the corresponding media companies for review.

Then the kids mobilize. StreetWise team members hit the streets and digital venues, doling out T-shirts and DVDs alongside exclusive online banners and buddy icons.

StreetWise team members have promoted everything from such big-screen flicks as "Talladega Nights" and "The Grudge 2" to a Dave Matthews Band tour.