Are bloggers the new ‘celebrities’ promoting a brand?
Michael Jordan did it for Nike, Gatorade, and Hanes (the list goes on and on). A celebrity lending their likeness, their name, and their affinity to a brand. Athletes have a long history of being ‘pitchmen’ as do movie stars, former politicians, and even now with the eruption of reality tv – everyday, normal people who have had their 15 seconds of fame are getting the chance to be the ‘face of the brand’.
Why not bloggers? Arguably, with the meteoric rise in social media, these purveyors of information have a far greater reach and more penetrating influence on those that look to them as ‘trusted advisors’ in consumerism. Companies are beginning to take notice of this level of influence and are tapping into a resource that has exploded on the scene. Take Audi and Guy Kawasaki for instance. Must be nice to be him, rolling in his new A8.
There are different levels of ‘promotion’ associated with the blogosphere’s superstars. At my company, we have our Intel Insiders on board and they are “helping Intel learn how to better connect with online audiences interested in technology and innovation“. That’s smart – what better way to connect with an audience than working with a group of folks whose job it is to do that every day – on their terms, and on their turf? Other brands approach it with a different eye as is depicted in this AdWeek article where my professional collegue, Chas Edwards, is quoted on the need for advertisers to become publishers:
“….the reality of digital media means advertisers will need to become publishers. While they can create their own content, they are more likely to both aggregate content from professionals and pay for exclusive content.”