CENTER VALLEY, PA: Olympus is distributing more than 1,000 cameras to consumers as part of the PEN Ready Project, a digital campaign launched this week to increase awareness of the company's PEN E-PM1 camera.
Olympus street teams are handing out cameras to consumers in New York, Los Angeles, San Francisco, Toronto, Miami, and the Lehigh Valley, PA region. They are encouraging recipients to upload 20 images or HD videos taken with the camera to the company's first Tumblr blog, which was created for this campaign.
“We've always believed that getting products into consumers' hands is one of the strongest proof points we can offer as to what our cameras can do,” said Stephanie Sherry, senior manager of advertising, marketing, and communications at Olympus.
The company partnered with both Jetblue Airways and Tumblr on the campaign, which will run through the holiday season.
Knowing that travel is a passion point of many camera users, the company gave E-PM1s to passengers on a Jetblue flight from New York to Miami. It also leveraged social media influencers by giving cameras to 100 top Tumblr users, style and parenting bloggers, and Flickr and Instagram users.
“We have a targeted list of folks that we know in social that are going to be fantastic creators with this camera,” said Michael Bourne, SVP and account director for PR at Mullen, the integrated agency that supported the campaign and has worked with Olympus for 10 years.
Olympus is also encouraging users to share content on Twitter, Facebook, and Instagram, in addition to uploading images and videos taken with their new cameras to the company Tumblr. The company hopes this will drive more consumers to and from the PenReady Tumblr site, Sherry explained.
To boost social engagement, Olympus is also using Twitter to give consumers hints about the whereabouts of its street teams and to share videos of the teams distributing the cameras.
Sherry said Olympus will keep in touch with camera recipients to share tips and encourage them to continue to share content they have created with their new cameras through the end of October. At that point, the company will select user-generated images to include in an online and mobile ad campaign.
Bourne said the team has been impressed thus far with the enthusiasm of consumers and the amount of content that has been shared. One photo uploaded to Tumblr has been shared more than 5,700 times.
“The best marketing you can have is word-of-mouth marketing from consumers who are using the cameras,” Bourne said.