Tag Archives | Marketing

Mommy Bloggers or Corporate Shills?

ChocolateSoulP.J. Huffstutter and Jerry Hirsch writes in the LA Times:

On most days, Andrea Deckard can be found in her home office, digging through stacks of coupons and grocery receipts for money saving tips and recipes that she can share with readers of her Mommy Snacks blog.

That is, when the stay-at-home mom isn’t being wined and dined by giant food companies. Earlier this year, Frito-Lay flew her to Los Angeles to meet celebrities such as model Brooke Burke and the Spice Girls’ Mel B, while pitching her on its latest snack ad campaign.

More recently, Nestle paid to put her and 16 other so-called “mommy bloggers” — and one daddy blogger — up at the posh Langham Huntington hotel in Pasadena, treated them to a private show at the Magic Castle in Hollywood and sent packages of frozen Omaha Steaks to their families to tide them over while the women were away learning all about the company’s latest product lines.

In return, Deckard and her virtual sisterhood filed Twitter posts raving about Nestle’s canned pumpkin, Wonka candy and Juicy Juice drinks.

“People have accused us of being corporate shills,” said Deckard, a Monroe, Ohio, mother of three whose junkets have also included a free trip to Frito-Lay’s Texas headquarters. Deckard, noting that she is up front with her readers about such trips, said they are educational for her and her fans, and “just fun.”

Besides, she added, “it’s not like I sold my soul for a chocolate bar.”

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How to Sell an Apocalypse

It surely hasn’t escaped the attention of any regular reader of this site that The Disinformation Company has produced a documentary film about the 2012 phenomenon. Among others starring in our film are Daniel Pinchbeck, Lawrence E. Joseph and John Major Jenkins. About 10 months ago Sony Pictures asked us to urgently overnight a copy of our film to their marketing team in Culver City, CA in connection with the Roland Emmerich 2012 disaster film that they were already working on. We never heard another peep out of them, but I suspect they agreed with our choice of experts. As this New York Magazine article reports, Pinchbeck, Joseph and Jenkins were the 2012-ologists at a fancy 2012 movie launch event, and it seems that they did us proud:

In the Cottonwood Ballroom at the Four Seasons in Jackson Hole, Wyoming, the New York neo-shaman Daniel Pinchbeck sipped Fiji water and prepared to discuss the end of the world. The Mayan calendar ends on December 21, 2012, and Pinchbeck has built a multiplatform enterprise on the notion that something drastic will happen on that date—maybe…

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