Edtecher

The “promotional blog” differs from the “blog advertising” as it is a blog created specifically to promote a product or brand as part of a campaign basis. The promotional blog normally has a limited life span of a few weeks or months. It may take the form of a micro-site alone or be integrated on the corporate site.

The first large-scale campaign using a promotional blog is attributable to Nike in 2003 as part of the project “Art of Speed”. A blog was created and promoted gawk at the site which specializes in managing blogs and have a large audience. This promotional blog presented day after day different films by young artists to materialize the concept of “Art of Speed”.

A promotional blog may also be established to monitor daily news of an athlete or an adventurer sponsored by the brand name or be used as a form of testimony for users or beta testers of a product launch. Of course, for this latest operation, it is necessary that the product is sufficiently involved.
Sega has created a blog maintained by advertising a beta-tester imaginary describing how her life had been upset by the release of a new football video game.

Under a more delayed, the brand name may also create an imaginary blog in his name or rather that of a character who symbolizes the (logo, mascot, advertising hero, etc…).
A promotional blog may also provide the scheduled launch of a movie or a product to regularly issue new elements. A blog devoted to advertising a film can deliver daily new clips or interviews.

The main risk associated with the use of a promotional blog is a risk of hearing. Indeed, the blog must be effectively promoted so that there is actually exposure to advertising return on investment. Word of mouth can promote the creation of traffic, but it is dangerous to bet everything on this factor.