participating not pitching

the o2 seeding campaign reared its head in july. a concept which although very new to my thoughts at the time seems an obvious extension to the marketing arena. the science behind it is simple:

  • get a cool product
  • give it to influential bloggers to have a play with
  • let them discuss what they think about it
  • end of
- the economist does this in the US;

"In the US we identified the 100 most important political bloggers and we effectively give them content
before it's published in print, so that it builds a buzz around the thing before it's there."


the campaign worked. it created great conversation and buzz about the phone. it also acted like a beta programme - giving customer feedback to o2 on what worked well, what wasn't liked so much, etc. great feedback was given to the phone and the approach, prime examples are:
- some conclusions can be taken out of the analysis, and hopefully future campaigns can build on what has been learnt. or not!
  • it's key to be genuine. this demands an in depth understanding of what you are seeding. get some knowledge about the subject. start talking about it. learn more
  • get in touch. bloggers are about commununicating, 'we' love it. so drop them an emai l or comment on their blogs. keep it genuine and avoid making it skeevy
insightful links
pr blogs 'ready to pitch'
the bad pitch blog
'blogger outreach code of ethics'

Link for 07 September 2007