Mamamia makes Nissan branded content series
Bloggers from the women’s lifestyle website Mamamia have created a branded content video series for Nissan. The videos, which are embedded on the the portal’s Most Clickable Women Awards page, are sponsored by the car company.
The series of four ‘reality road tests’ feature Mamamia bloggers who take different models from Nissan’s range for a test drive to show off the car’s selling points as they go about their daily business.
A spokesman for Mamamia said the ads, featured on the ‘Nissan’ tab of the awards website, are the first in a new wave of branded content being developed for the women’s site in an attempt to offer more engaging advertising to readers.
Mamamia’s Most Clickable Women Awards features around 50 of Australia’s up and coming online female talent who are profiled for their work in areas from e-commerce to social activism. Readers will be able to vote for their favourite nominees from July 29 to August 2. A winner will be rewarded with $10,000 worth of seed capital to invest in business, charity or blogging.
“It’s essentially about profiling women that are doing really well and making waves in the online space,” a spokesman for Mamamia said.
Regular Mamamia contributor ‘Phoodie’ is one of the Clickable Women nominees for her blog of the same name. She features in one of the Nissan videos driving a Nissan Pulsar around town as she goes from place to place to buy, taste and document food.
In another one of the videos, comedian and host of Nova’s national drive time show and Mamamia blogger Meshel Laurie drives a Nissan Dualis along the waterfront of her beachside suburb to show off the panoramic glass roof and demonstrates the rear-view camera.
Megan Reynolds
This story first appeared in the weekly edition of Encore available for iPad and Android tablets. Visit encore.com.au for a preview of the app or click below to download.
But where’s the dignity?
User ID not verified.
I guess the bloggers were lucky their cars weren’t part of the recall!
User ID not verified.
Comedian’s being serious selling cars…oh the irony
User ID not verified.
who’s the agency / production company?
User ID not verified.
“the reverse camera to end all reverse cameras” [cue total disregard of camera while swiveling head and backing into spot…]
User ID not verified.
Hi Investigator,
Mamamia uses The Precinct for its brand funded video content.
Cheers,
Megan
For the sake of creativity and the industry in this country can we not refer to this as “Branded Content”. It’s an Ad. And the new spots they did for the pulsar were good because we weren’t duped into thinking they were anything else. These are corporate videos end of story. Lexus did this 3 years ago which is infinitely better – https://www.youtube.com/watch?v=bKVhzP-Yxt4 – talent would of cost more but production no difference. C’mon Nissan, you can do better.
User ID not verified.
This is an ad. But it features a woman who oddly considers buying food and eating it her job. Taking photos of a sandwich doesn’t actually constitute a job.
I hope they paid these bloggers, since they have such a staunch policy not to.
Exposure doesn’t pay the rent.
User ID not verified.
These are truly awful.
User ID not verified.
Love the way she takes her hands off the wheel when she informs us she has scheduled about ‘five million’ things to; and how she checks the three-deck information bar on the radio just as she executes a right turn into a major roundabout.
User ID not verified.
The potato salad was the highlight for me. Where was that from?
User ID not verified.
I’ve met and chatted with ‘Phoodie’ at a recent blogger lunch, raised the topic of ‘paid content’ and ‘advertorials’ – and I have to be honest, while she’s a very nice woman who genuinely loves food and blogging, she was across as totally ‘clueless’ (sorry if that sounds too strong, but I honestly can’t think of a more accurate word!) as to the concept of editorial independence.
Maybe her views are representative of bloggers in general as they become more mainstream – and if so this could be a bad thing, or it could just be the way things are headed and the ‘old’ approach of independent journalism is a concept we can’t afford – but for her, it really seemed to come down to income from advertisers being ‘income’ full stop, no need to differentiate if its from ads or content or endorsement.
User ID not verified.
You’ve come a long way, baby.
User ID not verified.
WOW.. This totally brings down smart content marketing a number of pegs.. Branding in this format needs to be subtle not the centre piece and should deliver some value to the end user. The brand should add something to a content theme not be the content theme..
User ID not verified.
Totally agree with Maddy – not branded content; an ad. Makes me hungry but.
User ID not verified.