Blogvertising.
Buy advertising on a blog that covers creative photography (here) and as part of the deal ask them to commission a photographer (here) to shoot amazing potentially viral (marketing not medical) images (here) with their new camera (here) then watch as BoingBoing (here) and then other blogs run with the story.
8 Comments
Congrats to Mr. Tozer!!!!
So I suppose the big question is: what did APE get out of “sharing” this bit of advertorial?
Keep up the brilliant work.
Anything is better than Ashton Kutcher.
True on Ashton.
@ Nicholas: It’s a trend I’d like to see continue. You don’t just shoot pictures of products or ads then pay to have them placed in media (because they’re boring). The pictures are the media, if, and this is a big if, you give creative control to the photographer, as was shown in the behind the scenes of the shoot, then the images will spread among photography enthusiasts and professionals.
It’s def. more effective than advertising it the traditional way. Especially if it is a ‘niche’ camera.
I think what Sony is doing with their cameras is one of few things the company seems to do right. In many other cases like portable music players they are their own worst enemy.
I hope when Sony’s new pro camera comes out it shakes things up for Canon and Nikon.
I wonder how the photographer handled usage with a job like this. Did he get paid per blog insertion or was it just a blanket “web usage” that many companies push for.
Rob if you could interview the creatives and the photographer behind the campaign I’d love to know and think it would make a good read.
“You can’t fool all the people all the time, but you can try, it’s called advertising.” – Banksy
How you smuggle the idea/inspiration into the consumers head is the key to creative advertising photography. Consistently being able to tell the consumer their life will improve by using/buying said product, without them knowing they are looking at paid for content will guarantee a happy career in advertising.
Although, the phrase, “Happy Career in Advertising” is a quite the oxymoron.
Sure, consumers might become more interested in Sony. If you look at the numbers and words that Sony puts out about the alpha line, you can see that most buyers either had Minolta previously, or they are upgrading and earlier alpha body. The bad part is they are not growing market share. One Sony senior manager in Japan remarked that this will be the make-or-break year for them on D-SLRs.
Professionals would likely want more, as in something like NPS from Nikon, or like Canon’s professional services. Then there is rental gear, especially lenses, which are well covered by Nikon and Canon. Without those changes, professionals using Sony D-SLRs will be few.
Olympus tried this a few years ago with fashion photography. They sponsored several events and fashion week shows, and they brought along cameras and lenses for the photographers to try out. At some events, they even had well equipped tents of gear with support people. This was a good approach, though unfortunately (for Olympus) not many photographers switched their gear.
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