Marketing Sherpa have a really interesting case study on how Nokia used bloggers in the lead up to the launch of their 3650 phone.
The first thing they did was draw up a very well defined list of characteristics of their ideal target blogger. (Age, type of blog etc.)
Then after selecting ten bloggers, they sent an e-mail if they’d be interested in using the new Nokia phone pre-launch.
There was no requirement for the blogger to post to their weblog instead they were asked to upload them to a Nokia site.
In terms of results, several of the chosen bloggers were in the top fifteen referring sites to the Nokia micro-website. Nokia were very pleased with the results.
Read more at MarketingSherpa – remember that after ten days MarketingSherpa content is subscription only.
Murphy's Law 