BuzzFeed Says New ‘Flight Mode’ Campaign Shows ‘The Consumerization Of B2B Marketing’

24 Jun


BuzzFeed always seems to be the first online publication that comes up when people want to talk about smart, creative approaches to “native” advertising, so here’s a cool example of what the site is doing with advertisers — it’s partnering with GE to allow readers to navigate the site in “Flight Mode.”

The campaign was designed to promote GE Aviation’s presence at the Paris Air Show, a weeklong industry event that ends today. In Flight Mode, BuzzFeed becomes a grid of articles, and readers fly over that grid in a little plane. When they alight on a headline that interests them, they just hit the space bar and they can read the article in the normal view.

I don’t know if I’d always want to navigate BuzzFeed (or any other site) this way, but for a few minutes, at least, it’s novel and fun.

President and COO Jon Steinberg…

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