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Mobile bloggers evangelize for Nokia
Fiercewireless picked up on a fascinating piece by Marketing Sherpa, on how Nokia's Consumer Marketing Manager Bridget Ahr went about geting the word out on Nokia's new 3650 phone. "Ahr decided she needed an evangelism marketing campaign where consumers would tell other consumers that yes, they tried the phone's cool new functions and it really, really worked. Who are the coolest buzz-creating consumers around these days? Bloggers." The marketing team found likely bloggers by surfing the Web, and also through a third-party database, Project Blog, that recruits bloggers for surveys. Read through to see how bloggers were recruited, and how Ahr interested them in participating, all the while taking into consideration the delicate balance between blogging and bloggers aversion to blatant commercialism. The first blog-related twist on a viral marketing campaign occured early this year, when Pepsi recruited "key influence bloggers" to promote a new milk-based soft drink, «Raging Cow». It was met mostly with outrage in the blogosphere. Times change though and unlike the Raging Cow campaign, the Nokia approach this Spring was much more subtle, asking participants not to post on their own blogs, but to post photos to Nokia's own microsite for the 3650 which had space for some extra content. |
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