"In the middle of the marketing frenzy around mommy bloggers, Sony Electronics has turned its attention to the other gender, launching DigiDads, a program all about putting its products into a small group of blogging dads in hopes that they'll play with them and write about them.
The dads are not getting paid for using the consumer-electronics giant's products and will have to return them when they're done. Oh, and it's not quite as simple as giving them a product to review, and asking them to write about it, according to Marcy Cohen, senior manager of communications at Sony Electronics, and Chris Brogan, president of New Marketing Labs. Unlike with journalists, who often receive products on loan from Sony to review, Sony will put together projects for the blogging dads that they can use the gadgets on.
'Anybody can do blogger outreach,' said Mr. Brogan.'We're aiming for telling a story vs. 'Here's some stuff, write about it.'' The projects will include 'Summer of 100 Faces,' where the dads and their kids will use Sony cameras to take 100 portraits. Other plans include using a GPS-equipped video camera to map out historical video tours of a neighborhood or record a tour on a vacation."