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Volvo North America broke an online ad campaign last week to tap into the growing blogging phenomenon.
For the rest of the year, Volvo will be the exclusive sponsor of MSN Spaces, the Microsoft portal’s newly released blogging platform that acts as users’ online scrapbook of thoughts, pictures and music lists. With more than 8 million Americans blogging and 32 million reading them, advertisers like Audi and General Motors have sponsored blogs or created their own.
“Blogs have been around a while, but they’ve been very niche-oriented,” said Anna Papadopoulos, associate media director at Havas’ Euro RSCG, Volvo’s agency.
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