Make the Noise

Aw, well don’t we feel loved? ValleyWag just wrote about the Bombay Sapphire Spirit of Exploration Community Blog that my team has been working on for the past three months.

We feel so special… Thanks Owen..

Bombay Sapphire discover spirit of exploitation

In their endless quest for authenticity, marketers have latched onto bloggers as their new spokespeople. They’re less demanding than celebrities, and far cheaper than copywriters. In this spirit, Bombay Sapphire, a brand of Bacardi Limited, which sold $5 billion worth of booze last year, has recruited bloggers for its Spirit of Exploration website. In exchange for writing paeans about exploration, Bacardi is allowing them to enter a contest, and linking to their blogs. At least Federated Media, the ad network, sold out its bloggers’ credibility in exchange for a large Microsoft advertising buy; Bombay Sapphire’s ad agency has cut out the middleman and persuaded bloggers to whore themselves out for free. Impressive!