NZeSF is also nurturing eSports culture at a more grassroots level.

But, still, this campaign feels more grassroots, interactive and on the level of the consumer than most we've seen.

Or, if he wanted to take a more grassroots approach, he could arrange a showcase tour of Pyongyang's club scene.

Things thankfully remain more grassroots here, with kids playing a variety of sports amid a talent pool that's often quite shallow.

The first was Occupy Wall Street, which sprouted offshoots in every state in the country, burning brightly before fading into smaller more grassroots campaigns.

More grassroots events are planned in the next two weeks, he said, which coincides with expected intense activity on a drafting healthcare overhaul in Congress.