I'd say we approached 50 or so blogs about Les' CD. We only contacted the ones we really thought would be interested. As we move forward and find more and more relevant blogs, that number will certainly go up for future campaigns. The key in success here is relevance - we want to create goodwill and a sense of community, not be seen as merciless promoters that are aiming wide versus a targeted approach.
Jason told me that the bloggers were offered CDs, exclusive content, even interviews! Notice he spoke of the importance of relevance and a sense of community. Again, that's what makes targetting bloggers to promote music as such a complete no-brainer. These guys are ALREADY doing your job for you, all you are doing is making it as easy as possible for them to do so from here forward. Good to see Jason and On Target Media Group being WAY ahead of the curve here, but again, this is the future of music and all marketing, empowering your community to market for you.
As for '100 CDs for 100 Bloggers', thanks to Letters from the idiot for picking up on my idea. The amazing thing? I'm starting to get referrals from visitors who found The Viral Garden by doing a Google search for '100 CDs For 100 Bloggers'.