Over at ClickZ, Pamela Parker reports on a new marketing campaign from Vespa (not pictured at left) that gets several things right:

1. Vespa is recruiting people out of its existing brand community and offering them the opportunity to shine
2. Customers are communicating with and helping other customers
3. Negative comments will be accepted, demonstrating an authentic commitment to improving the brand
4. Using blogging tools will encourage interaction, yet make observers feel welcome
5. Vespa is recognizing that customers use their products for different reasons.

Link: Vespa Looks for Brand Evangelists in Blog Effort.

Vespa parent Piaggio USA is seeking scooter aficionados to blog about their lifestyle and their passions on its site. The company, with the help of PR and blog agency CooperKatz & Company, is developing plans to develop two separate blogs to be updated daily for at least a year. The site launches, expected in June, will be supported by PR, a paid search effort using lifestyle-oriented keywords, and an ad campaign on other blogs. Spending was not disclosed.

The first blog, aimed at young, urban, singles with high levels of disposable income, will explore the theme of "urban mobility." Posts will discuss tools for travel, gadgetry, and techniques for navigating the urban lifestyle. The second, aimed at young, pragmatic, environmentally conscious people, will explore how to achieve life goals, said Steve Rubel, who heads up CooperKatz’s blog marketing practice, called Micro Persuasion.