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We all know who they are. The elite. The top-tier, grade-A, best-in-class influencers that set the bar for every new “it” product to enter their spheres of influence. They can be celebs, bartenders or bloggers in their jammies. The trick is seducing those ever-so-fickle tastemakers in such a way that they realize yours is the only product they want to wear, use, drink or carry. Here’s how three brands are doing it, and getting the word of mouth that really matters.

When it comes to activating in the world of sports, Nike practically wrote the book. For nearly half a century, the brand has been setting the bar for activations that mix sports, celebrity and popular culture in groundbreaking and highly profitable ways. So when the opportunity to create a proprietary basketball event arose, the brand applied its signature magic touch to turn an unknown property into an annual tradition in the making.

Since the iPad launched, more event marketers are making it the handheld of choice for their events, especially for street programs designed to drive traffic online.

Kodak has aligned with Burton Snowboards in a partnership that includes sponsorship of the Burton Super Demo Tour, a 10-stop tour during which snowboarders can test ride Burton hardgoods on snow for free. They also can try out Kodak’s Burton Edition PLAYSPORT Video Camera, a rugged, durable camera that features an orange pixilated design resembling the Burton Custom 154 Snowboard, one of Burton’s most popular products.

To promote six of its key Chevrolet vehicles—Cruze, Camaro, Equinox, Malibu, Traverse and Silverado—the Washington D.C.-area Criswell Automotive group is executing a high-tech winter and spring tour which turns traditional car displays into an interactive experience for consumers. Since Nov.15, the tour has been targeting shoppers at Virginia, Maryland and D.C. malls.