We met with the social media pros at Technorati, who are helping their advertisers create some exceptional campaigns.  Specifically, innovative advertisers are utilizing their core social media offerings such as blog syndication and community features to create “participatory advertising.”   

One creative example they shared with us was for the movie, “Shut Up and Sing,” where users could submit an opinion (i.e. blog) about freedom of speech within an ad unit, which then automatically populated on the film’s MySpace page.

Another interesting example was a syndication deal they developed with VW in Japan.  For the launch of their Cross Polo car, VW created a site containing bubbles which linked out to personal blogs about the car, thus adding elements of community and buzz.

Cool stuff!

Chris Portella