Starburst Helps Bloggers Sell Out

Starbursts has put together a multi-tiered web marketing plan.  In addition to a redesigned website (ho-hum) and a YouTube channel nobody seems to be watching (top-viewed spot has less than 1,000 views), the candy-makers have decided to buy themselves some bloggers:

“The candy company has also partnered with video bloggers David Choi, DavidJr, Katers17 and Rhett & Link.

“We have engaged a series of leading bloggers who have established relationships with the millennials target that we pursuing,” said John McCarus, VP and group director of brand content at Digitas/The Third Act.

“What we found out about them is that the way they fit in is by standing out,” Stanley said of the millennials demographic. “They want to share excessively themselves and this is fueled by technology,” he added.

The video bloggers communicate what the Starburst brand stands for in their own styles, McCarus explained. For example, Katers17 created a video talking about her “juiciest” moment, which consisted of a messy tumble into a strawberry patch. “Through all those creative interpretations we’re going to be communicating the whole value and power of sharing across the Web,” he added.” (via)

Gotta hand it to Starbursts.  Makes a lot more sense to use existing voices to shill for them than to try and develop their own original sales force.

Doesn’t seem like any of the bloggers are worried about reader blow-back against taking money for sponsored posts.

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CBS and Mark “Survivor” Burnett Team Up for Shill-a-Thon Gameshow

According to the TVSquad:

“Mark Burnett has a new unscripted project, greenlighted by CBS, called Jingles. It’s a competition show in which contestants have to create tunes for products, commercial jingles.”

Yes, my friends, you read that right.  The best part is that there will be actual commercials between the gameshow segments, which, one imagines, will be little more than longer commercials.

This is one of those ideas that makes me so sad deep down inside.  Sad because it is kind of a brilliant idea.  Sad because people will probably love it.  Sad because we are living in a time when people will clamour for the chance to “show the world” just how they can shill with the best of them.

Verizon Mucks Up Flickr with Text Ads

There is a nice little post on Brand Noise about Verizon’s decision to place ads on all photo’s uploaded to Flickr using their phones. Thus turning what had been a nice service into making the consumer an unwilling participant in shilling for Verizon.

Brand Noise sums things up:

“Mobile needs to understand that it is selling experiences – not phone plans – if you mess up the vibe of those experiences you can never expect people to jump on to new services.”

Amen.