Article today in the WSJ regarding how Vespa will be launching a corporate blog ($), which will be penned by U.S.-based Vespa owners. According to the article, VespaBlogs.com will have "four bloggers will be selected to regularly contribute content about the products and broader lifestyle topics."
A couple of salient points:
- Initial statements seem that the bloggers will be be given relatively free rein -- a "code of ethics" to which they will adhere, but it doesn't appear that Vespa will have editorial control.
- This is a great application, for the right company. Vespas evoke emotion and passion, and Vespa owners will be apt to build a community around these blogs.
This is similar to the work that was done for Knight Ridder Digital's That's Racin' property, which is home to four racing enthusiast blogs:
- Kathy's Pit Stop (a fan blog)
- Rantville (a fan blog, occasional spicy content)
- Over The Wall (by a pit crew member)
- Checkered Past (by That's Racin's editor)
(disclosure: Manifesto co-conspirator Lisa Stone worked with KRD on setting up the TR blog network)
Hopefully, Vespa will be emulate what was done here (in freedom-of-expression and clueful-ness, not in content, naturally), and the Vespa blogs will have the same type of authenticity and no-holds-barred direction that KRD has allowed their customers/fans/evangelists to pursue.
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