Puma Uses Bloggers at Volvo Ocean Race to Promote Brand

January 11, 2012

German sportswear and shoe company Puma have created a bold new marketing strategy by handpicking ten lucky Tumblr and Instagram bloggers to join seasoned sailing journalist’s in Abu Dhabi for one week, to cover the 39,000-nautical-mile Volvo Ocean Race.

The power of blogging in spreading information instantaneously and forming public opinion worldwide has been increasing as technology has been expanding and can be a very marketable way of spreading the word.

Inspired by previous efforts by Tumblr to bring in influential bloggers from around the world to document high-profile events, Puma takes a new step in promoting their brand by sponsoring ten individuals to cover the international sporting event.

The bloggers are expected to post updates either via Facebook or Twitter and take pictures of the event as the competing sailors prepare and eventually depart on January 15th for the next leg of the race in Sanya, China. According to Puma, each blogger will have “free reign” to cover and document what they wish.

Andrew Schmidt, Puma’s Manager of Digital Media Projects, said: “The idea is to fly in these prominent bloggers and Instagramers and just have it be known that they’re there because of Puma and because they deserve it.”

Puma has its own team in the competition, part of the six contestants and is also the official apparel sponsor of the Volvo Ocean Race.

What’s your opinion in Puma’s new marketing tool? Join our discussion: Should Sailing take better advantage of blogging? to comment.