The campaign is called ‘picture this’ and it involves Nikon loaning a D80 (and lens) to 50 bloggers for 6 or 12 months to test. At the end of that time bloggers can return the camera, ask for a further 6 months or buy it at an ‘editorial discount’.
They require transparency from bloggers writing about the camera and are having a Flickr group for participants to post their shots to.
We’re seeing more and more companies taking this approach and doing a better and better job of it on each occasion (ie with transparency, thought out conditions of participation etc).
My only question was along the lines of how they selected bloggers. I think they’ve got some great participants so far – however I’m yet to see one of the many great photography bloggers participating and would have thought that they’d have targeted some of those. I can see the sense in finding other types of bloggers – but to have brought a blog specifically on their topic into the mix would have seemed like a sensible move (NB: this is not a ‘pitch’ to participate – just me wondering out loud).