Sony The Magnanimous

Steve Rubel points to two brand-supported content aggregators that I was not previously aware of—Sony’s Stories We Digg and JC Penney’s Fall Shopping Guide.
Here’s Sony’s description of their service:

This site, which is powered by the Digg open API, is built to serve as a filter for the Digg community, and beyond. We’re hand selecting the very best and most relevant Digg stories we think HD lovers will find interesting.

I like this idea a lot. Sony’s not just Digging stories about their own products, they’re pointing to stories that will interest fans of High Def technology. Thus, they win by establishing credibility on the topic and win again by freely sharing the information they find. That’s the future and Sony’s living it now.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.