Blog marketing takes off with Project Alpha

• Big sponsors go for new online reality TV show on bloggers
• Produced by Kyanite and ad blog network Nuffnang
• Adidas using sponsorship to market new product
• STB speaks on Nuffnang Blog Awards sponsorship
  

Malaysia - Marketer confidence in blogs as a genuine and effective advertising medium might have just been given a boost with the launch of Project Alpha - a new online reality TV show about bloggers which has attracted big sponsors.

Main sponsors, Adidas are just one of a handful of sponsors which include the Sunway Group (as official location sponsors), Hitz FM (as official media partner), Rimmel (as official make-up sponsor), and Euphoria by Ministry of Sound (as official venue sponsor).

The show, scheduled to air online on hitz.fm from 18 September, is being produced by Kyanite in association with blog advertising network Nuffnang.

According to Kyanite founder Jojo Struys, Project Alpha will uncover the life and real faces behind Malaysia's top bloggers. Struys, a blogger herself, hosts the seven week show which will feature a three minute clip on the life of one blogger each day.

Adidas is using the sponsorship to help market its new Action 3 Dry Max System product which launched in August.

"Why not?" Adidas brand manager, Sam Wong told A+M.

Wong said although it might be seen as a risky move to associate your brand with bloggers, Adidas sees the potential.

"I believe in my products so I don't think we will hear any negative feedback, besides we want real opinions anyways," he said.

Bloggers invited onto the show were all Nuffnang members, and included Poh Huai Bin or sixthseal.com - a blogger who famously published videos and images of himself consuming drugs on his blog.

While the familiar sound of alarm bells might still ring through a marketer's mind when deciding on blogs and bloggers - brands are at least experimenting.

Recently, the Singapore Tourism Board (STB) and Pringles signed on as title sponsors for the Nuffnang Blog Awards which will be held in Singapore on 23 October at the Pan Pacific Hotel with 400 bloggers expected to attend.

STB director of brand management, Chang Chee Pey told A+M the decision was part of its digital marketing efforts to reach out to a wider, global audience, and STB recognised the importance of connecting with the blogsphere.

"As bloggers are able to offer their personal perspectives, their blogs can be both informative and influential in attracting potential travellers from around the world," he said.

During the awards, STB will facilitate "familiarisation tours" for selected regional bloggers "to provide them with a better understanding and knowledge of  the unique experiences Singapore has to offer."

Project Alpha will be available on YouTube and the producers are already planning for a second season.

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