Sony signs up 'blogger dads'

24 August 2009

NEW YORK: Sony is targeting social media to promote its consumer electronics in the US and is signing up 'blogger dads' to stimulate consumer conversations on the likes of Facebook and Twitter.

Many firms in the US use 'blogger moms' as part of their marketing efforts but Sony is launching DigiDads which aims to get fathers to use its products and write about them.

But, unlike products distributed to journalists in traditional media, it is specifying the projects the dads should work on and is also asking for them back afterwards.

The campaign is being run with blogger Chris Brogan, president of New Marketing Labs. Brogan is an advocate of 'sponsored' conversations on the internet, and as such has attracted the ire of other bloggers. Last year he was involved in a campaign for retailer Kmart through sponsored conversation specialist Izea, where he is a director.

“Anyone can do blogger outreach,” says Brogan, “we're aiming to tell a story rather than just say 'here's some stuff, write about it.'” Digidads projects will include 'Summer of 100 faces' where dads and their kids will take 100 portraits and the use of GPS-equipped video cameras to map out historical video tours of a neighbourhood or record a tour on vacation.

Bloggers signed up so far include Michael Sheehan of, Max Kalehoff of, CC Chapman whose blogs include and and Jeffrey Sass who contributes to Brogan's blog,

Marcy Cohen, senior manager of communications at Sony Electronics, says the aim is “to engage customers in conversation and share the insights we gain with engineers, product developers and designers. The feedback is going to be invaluable. It's an easy way to speak frankly and directly.”

Data sourced from AdAge; additional content by WARC staff