This session explores a variety of new practices around Peer-to-Peer (P2P) marketing, a costeffective sales paradigm that leverages social context to stimulate attendance in small social groups. The session establishes a framework for P2P marketing of cultural events, defines terms, and provides illustrations of P2P marketing practices in various industries. Several P2P pilot projects will be discussed, as well as emerging best practices in the broader P2P field.