The practise of infiltrating
youth cultures in an attempt to
understand and predict trends and styles for the purpose of informing corporate product development and
marketing.
"I am going coolhunting"
Example 1) Red Bull is reported to have once filled garbage cans near nightclub districts in
London with empty redbull cans so that punters would think it is a fashionable new
thing.
Example 2) It is reported that coolhunters have been paid to visit night clubs to have conversations that can be overheard about certain products.
Example 3) Brahma Beer from South America recently recruited an "Art Ambassador" and a "
Music Ambassador" in my local area, who's job it is to identify cool
music/art events that they can offer free beer sponsorship to.