Chrysler's attempt to buy off "mommy bloggers" — and their countless dozens of readers — with an iPad2 (hey, it's no iPad HD, but still, not too shabby) and the promise of a trip to NYC in exchange for attention has backfired in a way only a Chrysler social media campaign could. Now some mommies are sad and other mommies, apparently, are "skanks." Postola, like payola, apparently requires the kind of tact Chrysler and Ignite Social Media, its latest horrible choice in agencies, just aren't capable of.
The Chrysler contest is called the "Blogger Faceoff" and it pitted five (now four) popular "mommy bloggers" against one another in a vote-getting scheme disguised as a discussion of road trips. A "mommy blogger" is, if you're not aware, typically a mother with an Internet connection and no shame.
They also did this with car bloggers, but they're experienced enough with this postola scheme to keep their mouths shut… when not begging us for votes.
Each mom was tasked with writing a post for Chrysler answering the question: "How to keep kids occupied while traveling." These would get posted on Chrysler's blog and then, in theory, get other mommies to read it by linking like mad. Brilliant insights like this resulted:
I don't think long road trips are for everyone. I mean come on; days on end stuck in a car, driving for endless hours with two kids can be anything but enjoyable. It can be enjoyable though, well as enjoyable and possible for small children.
But can it be enjoyable?
All the moms in the contest were promised a trip to NYC for their family plus an iPad2 to give to their loyal readers/voter drones for voting for each post once a day.
To handle this not-so-complex task, Chrysler hired Ignite Social Media — a company that was created by the "Brogan & Partners" agency in Birmingham, MI.
Founded by Marcie Brogan, the agency was the zit on the ass of Michigan travel advertising for a number of years. So an old-school ad agency that existed thanks to political graft trying to rebrand themselves with a new social media arm.
As you'd expect, it's failing miserably.