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Vespa Hiring Bloggers to Evangelize Scootering

Motorcycle manufacturer Vespa hopes to capitalize on its
huge fan base and build an iPod-like following by launching
two lifestyle blogs in June. Four bloggers will be enlisted
to evangelize Vespa and scootering in general. Each of the
bloggers, while unpaid, will receive access to Vespa
promotional products and will be required to write about
the company at least once a week. Vespa has indicated it
will maintain complete transparency on the blogs, which
form the key component of a larger integrated campaign
including PR, lifestyle-oriented search engine keyword
buys, and ads on other blogs.

THE LESSON: Will semi-volunteer bloggers pass the
credibility test?

More info:
http://www.vespablogs.com

Posted by WOMMA Editor on May 16, 2005 10:24 AM

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