The Nikon D80: A Successful Blogger Outreach Program?
Posted May 4th, 2007 by Kevin
The blogosphere is buzzing right now about the Nikon D80 Bloggers Outreach Campaign conducted by MWW Group. So far, everyone is very excited about receiving their D80 at no cost for 6 months…and why wouldn’t they be. If you’re interested in a sample of the coverage Nikon has received as a result of this campaign, look here, here and here.
Once you have had a chance to review each of the three posts, ask yourself if you are now compelled to go out and buy a Nikon D80? Did the coverage Nikon received focus on the benefits of the camera and why it is superior to other digital camera’s on the market? Although Jaffe, Lewis and Mack are popular bloggers, does their recommendation convince you to purchase the camera?
If the goal was to receive mentions of the Nikon D80 within the blogosphere, then this campaign is extremely successful. I, for one, sure know about the Nikon D80 now (it’s hard not to)! However, I’ve yet to see coverage that’s compelling enough for me to buy the camera. Would this campaign have been more successful if the outreach program was targeted at photography bloggers?
An excerpt from the comments on Mack Colliers, The Viral Garden: “One reason why I don’t want to blog about the D80 itself is because I’ve never blogged about cameras before, so if I did so for the D80, that would mean the content I was creating here would have changed, based on my getting to use a D80.”
So, is the coverage this outreach is receiving positive for the camera and Nikon or for the approach that MWW has taken to generate buzz?
Entry Filed under: Blogs, Consumer Marketing, Digital Media Relations
3 Comments Add your own
1. C.C. | May 4th, 2007 at 8:27 am
I think it is too early to say if it is a success or not.
I do think they’ve done it semi right by sending it to people outside of the obvious photography blogs.
I’d be very curious how they determined who they reach out to because I have a theory about it and if I’m right then it was pure genius. We’ll see what happens.
2. Lewis Green | May 4th, 2007 at 8:57 am
Kevin,
Excellent post! Of course, my post is more about the ethics surrounding the Nikon blogger program. But I can’t help but believe that all the talk on the blogosphere about the Nikon 80 can’t help but build brand recognition and increase sales.
3. Kevin | May 7th, 2007 at 9:31 am
There is no question that this campaign has increased brand recognition. I’m sure anyone looking to buy a digital camera right now will at least consider a Nikon, where as in the past, they may have never even heard of the brand. Thanks for the feedback guys!
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