In a virtual (natch) who's who of blogosphere heayweights, Budget launched
today an entirely blog-based ad campaign, Up
your Budget. The month-long, 16 city treasure hunt promises up to $160,000
in prizes. Gamers find stickers placed in public locales in the cities, call a
# on the sticker and provide photo or video evidence of the find. Sticker
location clues will be posted on the Up Your Budget blog along with daily video
clips to identify the city and sticker placement. There is also the Treasure Hunter's blog for contestants
to submit hints, clues and sightings. Blogads' Henry Copeland
terms the promo "a quantum leap forward for the medium", and
that this is, " the first blue-chip marketing campaign created by a blogger, illustrated by a blogger, run on blog software, advertised exclusively on blogs and first reported by blogs." Spurning traditional
media, Budget did not even prep a press release. It’s hardcore blog-on-blog
action - and only that. Blogger, author
and marketing strategist B.L. Ochman
created the campaign along with Impax Marketing Group's Jay Arnold. Design4Results' Komra Moriko engineered the Up your
Budget blog and advertising
was created by "cartoons on the back of business cards'" Hugh Macleod. Center City Film & Video shot the clue
clips. The success of this innovative first will prove an important index of
the blogosphere's viability as an advertising medium for more bigclients (as
opposed to just say, Neighborhoodies).
It's also a nice mesh of real-world and the digital, a granularity that sometimes can get lost in this exchange torrent of virtual, easily copied and distributed information. If any of these clips end up looking like
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