Interactive Marketing

ExPhoto Marathon

Online photo contest

Challenge

Casio is a large multinational electronics company and digital camera innovator. With the launch of their new versatile generation of Exilim N cameras, they were seeking a way to connect with photo enthusiasts while promoting the new products in EMEA countries.

Exilim N compact digital cameras come in a variety of colours and textures, and combine style, portability and an impressive range of photo functions. They are made for people who are serious about photography and care about image quality. To them, photography is an art and a way to capture life’s best moments. At the same time, they value compact devices that they can take anywhere, and appreciate reasonable prices. We used our extensive experience in interactive marketing to conceive, design and execute an online campaign on a responsive website.

solution

After close analysis of the product features, it was decided that the best way to show off the camera’s benefits was through an online photo contest.

Users were asked to share their life by taking creative photos on assigned themes. By showing off their creativity and originality, participants could prove themselves worthy of Casio’s stylish photo companion. At the same time, the contest would present an opportunity to educate users about the KSPs (key selling points) of the Exilim N series. The contest consisted of 10 overlapping rounds. Each round lasted six days in total – three days to collect the photographs and three days for voting. Each round was dedicated to a theme – My Best Friend and I, Macro World, My Loved Ones, On the Road, I Love My Job, etc.

In the first three days, the participants had to register with their name and email address, upload a photo relating to the round’s theme and share this photo with friends via social media for extra points. All uploaded photos were checked before being published on the website. Days four to six were reserved for voting. The participants’ friends could vote for photos on the website or by liking posts on social networks. The likes automatically converted to votes on the contest site. At the end of day six, the five photos with the most votes were published on the website. To engage a bigger audience and spread the word further, we partnered with the international radio station NRJ. Radio hosts of morning shows in several countries were picked to discuss the top five photos of the round and choose the main winner on air. As the morning talk shows are the most listened-to programmes on the radio, this partnership helped us to create a lot of buzz around the campaign. Overall, we attracted 205 160 contest participants, who contributed more than 300 000 photos and generated 40 000 social media posts.