Data storage firm SanDisk enlisted Cohn & Wolf to promote a three-day sale across social networks. Sale items include MP3 players, Flash memory cards and USB drives, for example.
Instead of advertising with ads and flyers, SanDisk hopes to "reach consumers in an engaging way," reports ClickZ. Using social media instead of ad buys also made the effort a lot cheaper, a SanDisk spokesman admitted.
Calling it a "seeding campaign," Cohn & Wolf VP-digital media Tony Obregon said the firm sought to reach people that are passionate about movies, music and photography. It placed short promotional clips featuring tech personality Gadget Grrl on video-sharing sites (YouTube, Vimeo, Veo, Blip, MetaCafe, etc.) and established around 12 branded channels.
The agency is also using branded pages to promote the sale across social sites like Facebook and on Twitter. Key bloggers also received word of the campaign for editorial coverage.
Success will be measured by the number of email addresses collected, video interaction, Facebook ad results, and traffic to Sandisk's Cyber Monday website.
