March 04, 2003
Beware the Raging Cow
Dr. Pepper is attempting to create a grassroots marketing campaign for its new milk-based beverages via a weblog called Raging Cow.
But can such a tactic work? MSNBC reportsthat not only has Dr. Pepper created their own blog, but that they've also recruited other popular bloggers in the target demographic to help with the campaign. Six bloggers and their parents were flown to Dallas with their parents for an induction session.
Dr Pepper hopes to develop a "blogging network" to hype Raging Cow and "be part of the ‘in the know’ crowd," says its brand-marketing honcho Andrew Springate. Those spreading the news via their blogs won’t disclose their flackitude, says Springate, because officially they’re not paid Dr Pepper employees; they only get promo items like hats and T shirts. "We’re independent and can advertise Raging Cow the way we want," says Nicole, 18, a Louisiana high-school senior with a popular blog.
But are these bloggers really going to be impartial, even if all they've received are hats and t-shirts? And what Blog reader isn't going to see through the product plugs and just disregard the message like he/she does with traditional marketing messages? Maybe had this story not slipped out and people didn't know what Dr. Pepper was up to, maybe then it might be effective. But in the effort to drum up some PR, the campaign will backfire. Blog readers will know it's just a corporate shill and not only not listen to the message but also probably tune out to whatever else these bloggers have to say.
Posted by blipsman at March 4, 2003 07:42 AM