The challenge: creating a viral/guerrilla/buzz marketing campaign that reaches both those who are online and those who are less tech-savvy.

I'd love to hear any thoughts or ideas for a viral marketing campaign that is not just online - for example, setting up scavenger hunts in select cities, leaving giveaways for North Carolinians to stumble upon (see http://www.newsobserver.com/business/story/1237671.html), etc.

I'm with a nonprofit that will be promoting a special, one-time tv program that will be airing in North Carolina (USA) late this fall. We want as many North Carolinians as possible to see it, but more specific demographics are:

•Women
•Young People (30's and under)
•People of color (African American, Latino/Hispanic, Asian American/Pacific Islander, American Indian)

The trick is this: many of our constituents are online, but many others are not so connected (either because of age, or because of rural regions where internet access is not as reliable).

The primary goal is to drive people to watch the broadcast of this tv program.

Thanks!