Journalism Hope has a good interview with Tom Biro from the New Media Strategies Team at MWW (a PR company) on the latest campaign that Nikon are doing with 50 bloggers to promote their D80 DSLR.
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.
Some of the bloggers participating are BL Ochman, The Viral Garden, Jason Clarke and Jaffe Juice among others.
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).
