I’m a huge fan of convincing bloggers to become your brand evangelists. We’re all aware of the wrong way to do it, involving Microsoft Vista and expensive Acer laptops.

Nikon, however, is doing it the right way. Here’s the letter sent to a select group of bloggers:

YES! You made it!

Nikon's "Picture This" program is designed to give you, the blogger, the ability to use the Nikon D80 D-SLR camera in any way you see fit, and we expect that you will work wonders with it. After you complete the following short registration process you'll be all signed up and we'll ship the D80 to the address you've provided. The camera is yours to use as you continue through the program. The only request we have of you is that you please make sure that, if you choose to write about the camera, you make it clear how you got it. We would never ask you to cross any ethical lines, so openness and honesty on all our parts is in everyone's best interest.

The camera is essentially being loaned to you for six months at which point you have three options:

1. Return it to us
2. Re-up for another six month loan period, or
3. Buy the camera at a significantly reduced editorial discount.

Should you opt for #1 or #3, the camera or the purchase price will then be donated to a photography education program that Nikon supports. That's it.

What I really appreciate here is the transparency that Nikon uses in their message. They WANT consumers to understand the arrangement between their company and the blogosphere. Kudos.

The million dollar question is, had there not been a Vista incident, would the tactic be different. I’d like to hope so.

Hat tip Jennifer.