BASF : Broadcasting chemistry

A weekly general interest podcast reinforces brand positioning.

The Site

BASF has a graphic highlight on its home page for two Current BASF Podcasts: Chemistry of Innovations and The Chemical Reporter. Both link through via the title of their respective latest edition to a Podcasts page in News and Media from where they can be added to iTunes or the user’s podcast ‘client’, or downloaded as an MP3 file.

The Chemical Reporter is a weekly production that addresses a chemistry-related question in layman’s terms. The current topic is ‘Why is fall foliage so colourful?’; other recent ‘episodes’ listed on the page include ‘How does hair styling gel work?’ and ‘What makes a refrigerator cold?’. Broadcasts are presented by Geoff, “your chemical reporter”, with the questions ascribed to named individuals (‘Sharmila Sidgel via e-mail’ for the one on foliage). An e-mail address is provided in the podcast and on the web page for submitting questions.

The Takeaway

BASF’s use of podcasts is in line with its general branding, reinforcing its position as a self-proclaimed innovator – podcasts are still relatively rare on corporate sites, especially outside investor relations sections. But it is also a natural development of the company’s long-running commitment to using its site to engage and educate the general public about the role of chemistry and chemicals in the everyday world. Podcasts – basically, audio files – are popular because they allow users to consume information at their convenience rather than having to tune in at a particular time or in a particular spot. And, thanks to the MP3/iPod revolution, most people already have the technology to access them.

BASF’s Chemical Reporter format uses the tricks of the trade well – snappy and engaging titles/headlines, news-length pieces (about 2.5 minutes), a conversational but authoritative voice, listener interaction – and, crucially for credibility, avoids any overt marketing messages (such as connecting topics to BASF products).

First published on 25 October, 2007