Pinterest is unveiling a consumer marketing push today for the holidays: a 30-day calendar of pinboards populated by the likes of Katie Couric and Starbucks.
The calendar will live at holidays.pinterest.com and be promoted within Pinterest, on its blog, and on its Facebook and Twitter feeds. (Paid ads aren't a part of the mix.) The campaign was developed in-house, though the company doesn't yet have a formal marketing department. While the effort is consumer-facing, it's also a nod to the many retailers who are busily tending their Pinterest sites in the hopes of encouraging online sales this holiday season.
The first board to be unveiled is Ms. Couric's, featuring her favorite Thanksgiving recipes. The holiday pinboards will also live on the sites of their creators once they're unveiled on the calendar.
The pinners to be featured over the next month are an eclectic bunch of celebrities, brands and non-profits, including the U.S. Marine Corps (which has a robust Pinterest presence with 23 boards like "Marines with Dogs and Kids" and "Warrior Workouts"; the NBA; Jordan Ferney, creator of the party and lifestyle blog Oh Happy Day; and chef Paula Deen.
It's almost Pinterest's first foray into consumer marketing, but not quite. The company organized a campaign called "Pin It Forward" that it invited bloggers to participate in in September 2010 when it was almost brand new.