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Blogosphere: Where Bloggers Promote Your Brands

By Rakesh Raman

In the new-media world, where traditional media is already losing its sheen, companies are increasingly inviting bloggers to convey their brand messages.

McDonald’s is among the latest companies to use the services of bloggers. It hosted bloggers for a sea soiree on Wednesday, April 11. As the sun went down in Miami, more than 120 bloggers and social media influencers from across the country joined McDonald’s and Hispanicize 2012 organizers for a chill evening at sea onboard The Venetian Lady.

[ Also Read: Excuse Me; Will You Please Visit My Blog? ]

Guests enjoyed three hours of tantalizing beverages, food and DJ grooves afloat the clear waters of Biscayne Bay. They also relaxed in style at the McCafe Chill Lounge – a unique deck turned into ice lounge to reflect the cool vibe of the new Cherry Berry Chiller.

It is the latest addition to the McCafe beverage line, made with 100 percent fruit juice, with natural flavors, available in restaurants beginning May 7th.

It’s believed that today bloggers can influence the consumers more than the traditional scribes. Reason: Bloggers have an independent voice unlike old-style journalists that are mostly directed by the straight-jacketed policies of media companies.

[ Also Read: Why Justice Katju Hates Indian Journalists ]

That’s why many companies are relying on bloggers for their brand communications. Here are a few hot cases.

For its new campaign ‘Techorating,’ LG Electronics called two dad bloggers to promote LG products including the LG CINEMA 3D TV and the LG Home Theater System. (Read: LG Offers ‘Techorating’ to Decorate Your TV Room)

LG is among the leading users of blogosphere. In another case, offering a candid opportunity to learn how parents can best tackle potentially dangerous mobile phone behaviors, LG created a chance for bloggers to hear from LG Text Ed advisory council members, actress Jane Lynch and author Rosalind Wiseman. (Read: How LG Attracts Women in Social Media)

It’s observed that bloggers are more effective for blogging on consumer products. Example: Gap. At the heart of the Gap’s new global marketing campaign is – a first-of-its-kind digital collaboration between Gap and six top fashion and lifestyle blogs including Refinery29, WhoWhatWear, FabSugar, Lookbook, Rue and MOG. (Read: Gap’s Digital Campaign Taking Off with Blogs)

Also, top-end, high-valued brands are using blogging services. Recently, celebrity Stylist Annabel Tollman led a pack of fashion bloggers charged to carry out the expedition over five days during Mercedes-Benz Fashion Week NY. (Read: Bloggers for Mercedes-Benz Fashion Week)

While blogging is considered an art, you can find bloggers on different subjects using different social media properties including video-hosting sites for content delivery.

Cellairis, a cellular phone accessories company, had an exclusive partnership with Elle and Blair Fowler, who are fashion and beauty video bloggers (vloggers) on YouTube. (Read: Cellairis Joins Hands with Fashion Vloggers)

Earlier, P&G announced that more than 350 bloggers participating in its social purpose Internet campaign, the GIVE HEALTH Clean Water Blogivation, have reached the company’s goal of providing 100,000 days of clean drinking water to people in developing countries. (Read: Can Bloggers Provide Clean Drinking Water?)

As blogging is spreading its wings in different spheres of life, a recent study showed that Mom Bloggers are much more politically involved and socially mindful than their non-blogging counterparts. It says their social and political influence reach far beyond the confines of the playground. (Read: How Mom Bloggers Influence Politics and Society)

Now, McDonald’s is taking blogging to a different level. In addition to the “Chill Evening at Sea” event, McDonald’s will present two workshops during the Hispanicize Conference: One on April 12th for bloggers interested in working with corporate brands, and then a case study on April 13th highlighting the corporation’s commitment to Hispanic higher education attainment.

While blogosphere is getting increasingly active, companies need to use the right parameters to select bloggers and blogs to deliver their brand messages.

By Rakesh Raman, the managing editor of RMN Digital.

In the picture above: Bloggers from Piccolo Mondo PR, Jose Sanchez and Mariel Quinones pose at the McDonald’s Chill Evening at Sea red carpet.

Read More Raman Media Network (RMN) Reports on Global Tech Trends

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