Sony Electronics is taking all of the lessons its learned from the marketing frenzy around mommy bloggers and turning it over to the dad’s. DigiDads is a program dedicated to the honest opinions of a small group of blogging dads about some of Sony’s electronic products.

Chris Brogan, president of New Marketing Labs who is getting paid as a consultant on the project, was chosen by Marcy Cohen, senior manager of communications at Sony after meeting him at the Consumer Electronics Show. “Anybody can do blogger outreach,” said Brogan. “We’re aiming for telling a story vs. ‘Here’s some stuff, write about it.”

Some examples of the projects include Summer of 100 Faces, where dads and their kids can use Sony cameras to take 100 portraits. Other projects will use a GPS-equipped video camera to map out historical video tours of a neighbourhood or a tour during a family vacation.

After online purists remarked on the credibility of bloggers who receive compensation for product review, DigiDads will not be paid for the content they provide. Nor will they be allowed to keep the products after the campaign is over. In fact, DigiDads will not be a simple product review either, however Sony will be putting together projects for bloggers to accomplish using its products.

Brogan has experienced previous sensitivities to sponsored conversations in blogging. Late last year he ran a campaign for Kmart, brokered through sponsored-conversation firm Izea, whose board he sits on. While he believes the campaign was well executed he is now careful that participants understand the intention behind it in order to remain completely transparent.

The focus on dad bloggers is a first for Sony, and Cohen is sure that a few months of good exposure will be more than enough for the group of dad’s; many of whom are in the marketing or consulting field themselves. The small list of bloggers includes Michael Sheehan of HighTechDad.com; Max Kalehoff of AttentionMax.com; Brad Power of DadLabs.com; C.C. Chapman of DigitalDads.com and CC-Chapman.com; and Jeffrey Sass who contributes to DadoMatic.com.