A BLOGGING BONANZA

FOR THE HOLIDAY SEASON 

In an innovative foray into online advertising, Kmart launched a most unusual program that enlisted the reach of key bloggers to spread the word about shopping at the nation-wide chain. Through its agency Izea, a social media marketing firm, the retailer gave six bloggers a gift certificate for $500 and invited them to visit a Kmart store and write what they observed with no restrictions. 

The program was completely transparent with bloggers required to disclose the fact this was a sponsored event. In addition, a contest was run on the blogs and one winner from among the people who posted on each of the six blogs was selected for a $500 shopping spree.   

A novel idea and a win/win situation just as long as the impression the bloggers received on their store visits were all favorable, as they apparently were.. 

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