Panasonic asked us to organise the company’s first “just for bloggers” event, with high-profile results.

We identified 16 of the UK’s most influential photography and gadget bloggers, and invited them to get their hands on Panasonic’s latest range of camcorders and cameras.

The launch was held as a boat trip on the Thames so everyone had an opportunity to test out the new kit, and the resulting images were featured on more than 12 blogs as well as on photo-sharing site Flickr.

A total of 24 reviews appeared, and several positive ones also included links through to retail sites, so readers could then click straight through to buy. And unlike magazine articles, web content doesn’t get thrown away, so this campaign will be working hard for Panasonic for years to come!