Must be something innovative about this method of promoting Podcasts though it does not sound like it’s anything new based on how it’s described.

Heather Green has a short post about Castrol Motor Oil’s podcast on car racing and motor oil and the way they promoted it by buying ads in Feedburner’s RSS feeds.  Someday this kind of thing is going to be old news - but these days it’s still exciting.  I love it when non-tech organizations make use of new communication technologies.  So much for this stuff being meaningful only to coffee-house lurkers with wispy beards and sweaters, huh?  I know that’s the type I relate to best, and Green must too since she spelled the popular oil company’s name 3 different ways in a one paragraph story!

 

I guess anyone could do the same thing (I wonder what the metrics on this promotion was)

Castro Motor Oil decided to do its own podcast about racing, cars and oh yes….motor oil. The question was, how could they get the word out that they were doing this podcast? That’s where they turned to FeedBurner and its RSS network. They put ads about their podcasts in the feeds that FeedBurner manages. The whole idea was to put them into a conversation they might not have been in before.