Snakk Media wants to connect the world’s online blogging communities to cell phones in a way that hasn’t been done before.
The Los Angeles-based company announced first mobile media title 310.tv, a not-so-subtle hint to the area code. Snakk Media negotiated for syndication rights for scores of bloggers, and the 310.tv site syndicates content from the entertainment world’s blogs to offer breaking news in movies, music, celebrities, fashion and more, with a stream of fresh posts. Content is updated every five minutes.
Snakk is launching with more than 100 blog partners, including GlossLip.com and BlogCritics.com. Executives describe it along the lines of “mobile gorilla marketing.”
“It’s mobilizing the blogosphere, right there in the convenience of the palm of the hand,” said Joe Kavanaugh, vice president of strategic development at Snakk Media. Bloggers can contribute to 310.tv with blog posts from their phones as well, including videos and photos.
The founders of Snakk said they noticed a pattern about six to eight months ago whereby people were constantly checking blogs for updates, but they didn’t have a good option when it came to checking from their mobile phone, explained Snakk Media Mobile Media Director Derek Wiggins. So they set out to create a better way.
Snakk isn’t taking a cookie-cutter approach, Wiggins said. Advertising can be channel specific, blogger specific or involve a sponsorship across the board; the company will work directly with advertisers.
And in a world where an estimated 120,000 new blogs are created every day, not just any blogger can be part of its network, Kavanaugh said. The editorial team is examining many and picking the best.
Target is the first premium advertiser, and its media buy includes a sponsorship, run of site (ROS) and banner ad buy, which will be used to promote its exclusive sale of the deluxe version of Christina Aguilera’s new CD release.
The Hyperfactory is one of the investors in Snakk Media, which isn’t solely a U.S.-based operation. Snakk Media has teams in Auckland, Sydney and Hong Kong as well.
What about that infamously famous celebrity blogger Perez Hilton? Is he part of the mix? No comment from Snakk, at least for now.