NEW YORK: Canon U.S.A. recently partnered with Ron Howard to launch its "Long Live Imagination" user-generated campaign, in which consumers are invited to submit photos in eight different movie theme categories to a YouTube community. Winning images in each category will be developed into a Hollywood short film by Howard.
Grey New York, which has worked with Canon for the past 30 years, will handle the creative and digital elements of the integrated campaign, and Alliance, Grey's entertainment and lifestyle marketing division will handle PR, consumer promotion, and a film premier event.
The contest portion of the campaign launched on May 22 and runs through June 14. The "Project Imagin8ion" community, Howard, and a group of Canon experts will select the final photo in each category, which will then be used as the basis and inspiration for the film. The film will be shot entirely with Canon DSLR products and aims to show consumers how much can be done with Canon products.
Rob Altman, manager of camera video marketing at Canon, said the company launched the campaign in an effort to differentiate itself from competitors by inspiring and encouraging consumers to express their creativity with Canon products. Additionally, Altman added that the partnership with Howard “gave it that news factor and excitement factor that would generate awareness for the program.”
Since launching on May 22, more than 8,000 photos have been submitted to the site, which exceeded Canons goal of submissions for the first 30 hours. The company hopes the YouTube channel, youtube.com/imagination, will serve as a meeting place and community forum for Canon users and photography enthusiasts throughout the year, and act as a place where consumers can engage in dialogue with one another and the company.
The campaign aims to attract consumers in a variety of demographics, including parents, tech enthusiasts, and consumers in their twenties and thirties who are active on social media channels.
So far there has been a great deal of interaction on the YouTube channel, with many consumers communicating and asking questions, according to Altman.
“There is an expectation that it will take off virally,” he added.
In addition to the social media elements, the campaign will be supported by traditional PR and media relations, outreach to registered owners of Canon products, a television commercial, and online advertising.