Tuesday, July 31, 2007

More on blog sponsorship/monetization

Jaffe has added a second element to the sponsorship plan for his podcast Across The Sound. Actor/podcaster Tim Coyne has agreed to give Jaffe another iPhone in exchange for sponsoring an episode of Across The Sound.

Jaffe explains:
Tim has a specific goal: leverage this sponsorship to achieve a very specific outcome: to secure an audition on either CSI, Criminal Minds, Shark or House. All four are terrific shows...I watch them all. I absolutely love Criminal Minds (probably one of the most underrated shows) and am a big James Woods fan.

You can hear it all right here..........but it doesn't stop there!

Mack Collier, are you listening? I'm going to pay it forward and give the iPhone right back to the person that is ultimately *most* responsible for helping Tim realize his dream. You see...maybe I do know what I'm doing after all :)

This sponsorship is not about an iPhone (although there is tangential thread about the iPhone becoming a sort of creative currency if you think about it), it's about Tim; it's about the incredible community that is Across the Sound; it's about the power of using new marketing to prove new marketing.

So do it for an iPhone if you must, but more importantly, do it for Tim. It's a great opportunity for us to use new marketing to prove new marketing.

On your marks. Get set. GO!

I applaud Tim for trying to tap into the viral nature of the blogosphere and social media, and I wouldn't be a bit surprised if he does land at least one audition, in fact I'd be surprised if he didn't.

But I also applaud Jaffe for trying to get his community involved in the process as well as the reward. This initiative reminds me of a quote from Jeffrey Kalmikoff during his presentation at Community Next last year on why Threadless doesn't accept advertising:
Instead of taking advertising money from these people, and saying 'Hey we can promote your product because we have 500,000 people', how about you give us something to make it worth our community's time to have your presence be seen through our business?

This is more in line with what I was thinking when I said that any blog monetization should have a built-in benefit for the community. Threadless works with companies on co-branded contests where Threadless community members design t-shirts, with the winners getting additional prizes from the sponsor, above the standard cash prizes that Threadless pays out. Whether you like Jaffe's sponsorship idea or not, I think its important because it's a shift toward getting the community involved in the reward. Some people such as Lewis have questioned if this is the best way, but I think the most important point here is that we are having the discussion.

You can read about the sponsorship and Tim's campaign to make it big in Hollywood here.


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