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Did you recently see some of your favorite bloggers showing off their tiny plastic lookalikes decked out in action figure gear? So did I, and then I wondered where I can get one of those. Unfortunately, you can't run out and assemble your own blogger superhero action force doll set -- but you can hear about one of the most clever marketing efforts I've seen in a long while.
Esther Brady Crawford at She Posts tracked down C.C. Chapman, media maven, dad blogger, and the marketing brains behind the promotion designed to spark interest in and word of mouth for two new shows on CMT (Country Music Television) to learn more. Chapman says that, "We always use a variety of factors when choosing people for outreaches like this." So in addition to parenting bloggers, the action figures were also sent to digital influencers in the worlds of tech, new media, social media, politics and pop culture.
Chapman's agency, Campfire, also sent along custom videos for the bloggers to tease the shows. This is the one sent to Kristin Brandt from Manic Mommies:
When the blogger in me finishes being totally jealous of those lucky cool kids and stops silently shouting "want!", the marketer in me takes over. I'm also jealous in the why-didn't-I-think-of-that way, but super impressed. Instead of reaching out to the same set of usual suspects, Chapman assembled a broad set of very different but all well-loved bloggers with very varied readerships, viewers and followers.
If your interests range the way mine do, you might have seen multiple action figures across your feed readers and twitter clients. But if your interests focus more narrowly, you also didn't see every big blogger in your reading niche each sharing the same promotion. The genius of the doll is that it was so unique and cool that it got some bloggers, potentially jaded by all the free stuff thrown at them, to whip out their cameras, fire up their keyboards and get to publishing. And, I'm willing to bet that the next time C.C. or Campfire comes knocking at their digital door, these influencers are probably going to be happy to answer.
Most important, I got the message and, though I probably won't watch, I will share with my nephew who loves these kind of shows.
BlogHer Contributing Editor Maria Niles blogs marketing at Fizz from ConsumerPop. You can also read her Marketing 101 series here at BlogHer.
