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reminds me of this:

http://epic.makingithappen.co.uk/

if you haven't viewed it yet, do. it's terribly thought provoking.

As someone on Diablogue rightly points out there's some blogs (like Engadget) who've been getting sent stuff to trial and review for a while now.

I think what's really interesting about this is that, if you're smart, you can pick bloggers relevant to your target. So, for a mobile phone manufacturer you may not want to go to the traditional gadget blogs, but instead find fashionistas, introspective goths, whatever suits your campaign really.

Two big challenges facing brands who are considering this kind of thing are firstly how to find the right blogs and secondly how to approach and engage with them.

Anyone want to start a business...?

I think I read somewhere that some people from the UK record industry signed a few bands (were they the Artic Monkeys? I'm not sure) after reading some enthusiastic reviews on blogs.
Isn't this like finally understanding what really is the consumer insight?
Isn't this, though, the Y2K version of product sampling like perfumes in fashion magazines?
Doesn't this should bring even more togheter creative and account planners with the media planners?

Joseph Jaffe has been picked by Sprint.
http://www.jaffejuice.com/2006/01/i_am_now_a_spri.html
He also talked about this in his "across the sound podcast".
Giving away stuff to potential influencer is not really that new. After all journalists, actors and sportsidols have been provided with new products probably since the beginning of advertising. Even consumers could apply to become beta testers. Viral marketing is partly based on getting your products to the right people. Blogging just makes it easier to identify the right people. And as a marketeer it prbably feels like you have more control over what´s happening out there. So that´s a good thing happening there.

"I'm not sure) after reading some enthusiastic reviews on blogs."

Funny, A&R peeps used to hit the bars to discover a band first, now they hit the blogs.


"Two big challenges facing brands who are considering ...how to approach and engage with them."

I think it’s also iportant for brands to live with the outcome of the feedback, good or bad. If you have bloggers on your side only praising the brand, and that is contrary to the actual consumer experience, the brand will take a hit.

Its working though, they were getting free publicity without even giving you the phone!

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