Rolling Stone and the Marketing Hackers

One of the more dynamic segments in the Brazilian blogosphere is that of the marketing blogs. Stirred by a local advertising industry that regularly tops the most prestigious creative awards, and by the promise of interesting job posts at the big agencies, many young talented internauts are exploring blogging tools as a way to participate in the lively conversation focused on the content of marketing and advertisement campaigns. This particular setting was shaken last week by what at first seemed to be just another saucy new campaign fueling the debate, but later turned into a ‘cease and desist’ charge from Rolling Stone magazine over the use of its logo by some Brazilian blogs displaying pieces of what was supposed to be the magazine’s new marketing campaign. The case has puzzled local bloggers as Rolling Stone has recently launched a Portuguese edition of the worldly famous magazine in Brazil, and an apparently unreasoned attack on blogs would surely not be a proper approach to promote the brand locally. But some rough edges in the message delivered by the ‘coexist‘ campaign, developed by the Brazilian agency DM9DBB and recently published [leaked?] by many blogs in different countries, can be the cause of the overreaction displayed by the magazine headquarters. Leia Mais