Unlike the UK, blogging (online publishing and peer to peer feedback) is big in the US.
It is also increasingly used in the US as a powerful mediator of the truth.
Mazda got themselves into some very hot water recently when they put up a spoof blog and were found out
The blog, "HalloweenM3," was posted on Google's blog-hosting service, Blogger.com, in mid-October. It was supposedly written by a 22-year-old photo assistant who calls himself Kid Halloween and whose personal profile contained a list of favorite movies that included lengthy car chase scenes. The blog's only two entries both linked to video featuring Mazda M3's commercials.
Curiously these ads also appeared on Mazda's ad agency website.
"What happened to Mazda perfectly illustrates how bloggers are holding advertisers to much higher levels of accountability," he said, adding, "the net cost to Mazda is much greater than meets the eye, and Mazda now needs to deal with the ugly reality of this mishap resurrecting itself every time a consumer–or a media writer or a financial analyst–Googles the term 'Mazda blog.'"
The move for brands into any form of content must be done with transparency. This is truly not hard to do, but the consequences of being found out when you pretend to be something you are not creates; loss of trust, media frenzy, Heinz Dinner Doctors for example, and a general feeling about the brand which feeds our cynicism with brands that try to coerce us via stealth, through their marketing.
Additional reading: News, blogs and broadcast
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