Streakr recruits C&W for social networking fight

In a bid to differentiate itself in an overcrowded market, social networking start-up Streakr has retained Cohn & Wolfe for a consumer brief built around the site's launch. The agency beat digital agencies Cheeze and New Media Maze to the business.

The new Streakr tool, which is still in its ‘beta’ testing phase, will enable users to rate websites and share ­favourites with their friends.

Cohn & Wolfe’s digital and technology team will support Streakr’s launch ­later this month, aiming to drum up awareness among the blog community. Managing director of digital and technology Gladys Elia was quick to point out that Cohn & Wolfe’s support will go beyond generating traffic on Streakr’s site.

The agency teams have been working on content for the sites, as well as more traditional media relations.

‘This campaign goes beyond brand awareness to building loyalty among users and keeping the site fresh and energised. The web, and social networking in particular, is evolving on a daily basis, so it is essential to keep ahead of the game,’ Elia said.

She noted the importance of blogger relations to the campaign, adding that bloggers are still seen as ‘second class citizens’ of journalism’.

Streakr co-founder Neil Gould said that Cohn & Wolfe’s understanding of ‘Web 2.0’ communications, including blogger relations, was key to the agency’s win.

‘Their recommendations went beyond traditional PR support to providing strategic input into the long-term development of the site,’ Gould said by way of explain­ing Cohn & Wolfe’s win over digital specialists.

Gould has billed Streakr as a younger alternative to other online ‘discovery sites’, describing it as ‘less tecchie than other sites that acc­umu­late bookmarks, like Digg’.

As Streakr’s launch app­roaches, members are now able to download a Streakr toolbar with buttons to log their opinions on sites they visit in real time.

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