menu

NY Mag Commenters Get Hired for HSBC’s Soapbox Campaign

NY Mag Commenters Get Hired for HSBC’s Soapbox Campaign
Advertising
Scott Lachut, PSFK Labs
  • 11 august 2009

We’ve written previously about the reverse trend of internet memes inspiring honest-to-goodness books, but it appears that the web’s influence on real life as reflected in popular media knows no bounds following news that five of New York Magazine‘s most prolific commenters have made the unprecedented leap from peanut gallery to professional.

The five vocal contributors will be lending their unique perspectives to a series of chatroom-style ads for British bank HSBC. The campaign is tied to the bank’s “Soapbox” television and print ads, which feature conversations on hot button topics such as education, the economy and the environment. For the online component of the campaign, the commenters will seed discussion boards with their opinions and engage readers.

The Wall Street Journal reports on the thinking behind the campaign:

The British bank chose a New York-area publication for the ads because of its big footprint in the state, said Johanna Breman Tzur, its head of brand and advertising for North America. The soapbox image conjures up “something that really feels old-school but can be used in a digital context,” she said.

Inviting readers to share their thoughts was a natural fit, though it’s the first time it has brought commenters into its media plan. It didn’t know what it was going to get, Ms. Breman Tzur said.

The decision to use commenters is certainly interesting. Even within the niche community of the NY Mag commenting section, these individuals are more or less anonymous, their profiles offering little personal information other than gender and an archive of previous comments. Which is to say, that they don’t carry the same social cache as those active in the blogosphere, a group that has increasingly become a sought after demographic for brand marketers and PR people looking to gain traction online. But given that establishing authenticity is equally important to a brand’s identity, the move seems tailored to the goals of the campaign. Whether or not it actually sells the brand’s message will have to be a wait and see.

[via NY Mag]

Advertising
Trending

Volvo's Self-Driving Trucks Will Soon Be Put To Work In An Underground Mine

Automotive
Automotive Today

Toyota Is Using Sewage To Power Its New Electric Car

A new hydrogen-fueled vehicle is driven by what we flush away

Culture Today

Catch A Concert On This Small Floating Island

A man-made archipelago in Italy is hosting music and art performances

Trending

Get PSFK's Related Report: Future of Automotive

See All
Design & Architecture Today

DIY Kit Lets You Build Your Own Wooden Bike, Boat Or Caravan

Woodenwidget says its detailed guides are suitable for beginners and experienced woodworkers alike

Related Expert

David Slayden

Experience Designer

Design Today

Crash-Friendly Drone Made From LEGOs Is Completely Rebuildable

The clever device offers games, education and the uniquely rewarding experience of destroying your high-flying airship

Fitness / Sport Today

Free Sneakers Given Out To Motivated Marathon Runners

Strava will give the shoes to athletes who run the second half of their race faster than the first

Culture Today

Someone Invented A Robot Just To Serve Trays Of Beef Jerky

Boston Red Sox star David Ortiz, in partnership with Chef's Cut Real Jerky, creates an automated snack delivery system

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed september 27, 2016

Modern Workplace Culture: No More Fat Cats Or Kissing Ass

Samar Birwadker, CEO & Co-Founder of Good & Co, on designing shared organizational values to optimize employee happiness and success

PSFK Labs Today

The 10 Steps To Discover, Hire, Develop Your Next Leader

PSFK's Future of Work report outlines key steps in the employee development path to empower next-gen leaders

Millennials Today

Why A Social Networking Site Decided To Rebrand

Meetup, a platform that connects like-minded individuals, has taken steps to stay relevant amongst millennials

Work Today

Editorial Roundtable: The People-First Workplace Should Borrow From Tradition

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX underline the old-fashioned ideas that deserve a place in the Future of Work

Op-Ed Today

Digital Design Expert: Mobile First Is Dead, Think Mobile Native

Brian Cooper, chief creative officer of OLIVER Group UK, explains how some brands are still playing catch-up to new technology

Fashion Today

Handbags Crafted From An Old NFL Stadium

People for Urban Progress is an up-cycling program that tackles the waste problem of big demolitions

Work Today

Tech Job Site Created Just For Those Who Are Older Than 30

A new occupational job board presents a creative solution to age discrimination in the tech world

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Europe Today

Architect Turns A Giant Smile Into A Public Exhibition

The structure offers visitors a new perspective of London and creates an immersive environment that integrates structure, surface, space and light

Children Today

Norwegian Kids Are Using Their Phones To Log Unsafe Street Conditions

Travel Agent is an app that gamifies the reporting of hazardous conditions to improve the safety of children's commute to school

Travel Today

Google Wants To Help You Plan Your Next Trip

A new app curates vacation itineraries and organizes reservation emails to take the work out of planning a getaway

No search results found.