Canon USA recently released a crowd-sourced music video, in partnership with musician Herbie Hancock, to promote its Pixma Pro-1 professional inkjet printer.
The company developed the music video from 1,800 crowd-sourced images of a Hancock performance at Canon's “Legends in Imaging” event in October, where it unveiled the new printer.
All images were captured on Canon cameras and printed on Pixma printers before being synched with live audio for the music video. To obtain the images, Canon distributed cameras to 25 advanced amateur photographers who had expressed interest in participating in the photo shoot.
"Canon is about enabling artistry through technology and innovation, and creating a call to action for its consumers to participate in creating art that is inherent in what the brand strands for," said Amy Tunick, president of entertainment and lifestyle marketing firm Alliance, which managed the campaign.
Canon revealed the music video last week at the International Consumer Electronics Show, and distributed it on the company's Facebook page and Hancock's website. The PR team also conducted media relations work to get coverage of the video in various media outlets.
The company has employed user-generated content in numerous campaigns, including the “Long Live Imagination” effort in May 2011.
Alliance handled PR components of the campaign and Grey New York produced the video.