Around the Blogosphere: BlissTV Looks To Challenge Momversation

BlogHer Original Post

blisstv logo

Last night a video project called BlissTV launched under the umbrella of the newly formed Blissful Media Group.

"Blissful Media Group is a partnership between Blissfully Domestic Publishing and One2One Network delivering mass reach among some of the most influential bloggers online today. The combination of our expertise in paid and earned media delivers robust integrations into various social networks, giving you the opportunity to have your message delivered to your customers in an impactful and trustworthy fashion."

The new venture of Alli Worthington and Barbara Jones is similar to (and undoubtedly in competition with) Momversation, which just celebrated 20 million views.

The big difference? Momversation has one sponsor, Target, and the conversations are related to parenting. Target has pre-rolls placed in front of the videos but is otherwise not represented in the dialogue, nor is there any mention of Target products or its website.

BlissTV's first episode takes the opposite approach. The entire video's message is tailored to fit the brand (Proctor & Gamble), and the goal is to send viewers to a microsite where they can nominate a mom as part of P&G's "Thanks, Mom" campaign, which was recently accused of sexist advertising.

The bloggers went so far as to turn off comments on their posts to help direct folks over to the contest, where the essay winner will receive an all-expense paid trip to the 2012 London Olympics.

According to participant Jo-Lynne, this project has been in the works for awhile.

"I’ve known about this for MONTHS, but we just got the go-ahead to post our very first ever (with hopefully many more to come) BlissTV episode."

We asked Alli about the newly formed entity and she told us that Blissful Media Group was formed out of a desire to help bloggers and brands connect through paid rather than "earned" media. She said they have a large talent pool and "if a theme is a good fit for the individual, we offer [him or her] to be included." And yes, there are plans for guys to be involved too.

Here's my take on how BlissTV seems to be set up:

1. BrandX approaches Blissful Media Group to help them target moms

2. BMG suggests a conversation topic that ties in to BrandX's campaign/product/website

3. Relevant bloggers in the BMG network get contacted to video blog about the topic within certain perimeters in exchange for some kind of payment. Then the vlogs get edited together & the official video is then hosted on BlissTV's Vimeo account

4. All the bloggers are given instructions on layout, important keywords or themes to mention in their post, and then in unison the posts go live on each blogger's own site. The official video is embedded and then each blogger reaches out to their social connections via Twitter & Facebook to drive traffic to the posts. (Example from Arianne below:)

tothinkistocreate tweet blisstv

What I like about this model is that it brings several bloggers together -- which undoubtedly elevates the campaign in the community and gives more people the chance to see it. I also like that bloggers are being paid for producing content around a concept rather than doing a product review.

I have to say we're still skeptical that sponsored videos are going to be any more engaging than sponsored posts (which, without contests attached, rarely generate much engagement).

This is still the beginning -- not just of BlissTV but of this entire genre of advertising. So I'm watching with fascination and expect to see more bloggers treated as talent and are betting that 2010 is the year where blogger agents are added in to the mix.

The first episode is embedded below and features these five bloggers:

Audrey McClelland - Mom Generations

Arianne Segerman - ToThinkIsToCreate

Jo-Lynne Shane - Musings of a Housewife

Danielle Smith - Extraordinary Mommy

Heather Solos - Home Ec-101

 

{source: Blissful Media Group}

Esther Crawford, editor of ShePosts.com - the first daily news site for the mom blogosphere. Curating buzzworthy social media news + gossip for your viewing pleasure. Originally posted on Feb 27, 2010.

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