TWITTER FILM FESTIVAL by McCann New York for Nikon

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TWITTER FILM FESTIVAL

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Industry Photo & Video Cameras, Accessories
Media Promo & PR
Market United States
Agency McCann New York
Copywriter Gretchen Menter
Designer David Kerr, Bill Valentin
Producer Jill Toloza
Account Supervisor Danielle Avedon
Released November 2009

Credits & Description

Category: Best Use of Games, including Sweepstakes, Contests & Prize Draws
Advertiser: NIKON
Product/Service: NIKON HD
Agency: McCANN ERICKSON NEW YORK
Date of First Appearance: Nov 10 2009 12:00AM
Entrant Company: McCANN ERICKSON NEW YORK, USA
Entry URL: http://www.nikonfestival.com/
Chief Creative Officer: Joyce King Thomas (McCann Erickson)
Executive Vice President Chief Technical Strategist: Faris Yakob (McCann Erickson)
Senior Vice President Group Director Strategic Planning: Andrew Metcalfe (McCann Erickson)
Senior Vice Preisident Group Creative Director: Larry Platt (McCann Erickson)
Senior Vice President Group Creative Director: Tom Sullivan (McCann Erickson)
Senior Vice President Group Creative Director: Matt O'Rourke (McCann Erickson)
Senior Vice President Group Creative Director: Alessandra Lariu (McCann Erickson)
Designer: Bill Valentin (Split)
Designer: David Kerr (Split)
Copywriter: Gretchen Menter (McCann Erickson)
Executive Vice President Director of Broadcast Productions: Danielle Korn (McCann Erickson)
Senior Vice President Executive Producer: Kathy Love (McCann Erickson)
Vice President Producer: Donna McCracken (McCann Erickson)
Vice President Senior Print Producer: Wendy Leahy (McCann Erickson)
Project Manager: Rachel Preston (Split)
Producer: Jill Toloza (Split)
Executive Vice President Group Managing Director: Kevin Scher (McCann Erickson)
Management Representative: Dana McCullough (McCann Erickson)
Account Supervisor: Danielle Avedon (McCann Erickson)
Media placement: Website - Online - November 2009
Media placement: TV Spot - Cable Networks - November 2009

Describe the objective of the promotion.
For decades the name Nikon has been synonymous with high quality still images. But now Nikon DSLRs, like the compact D5000, also shoot HD video. We needed to build awareness of this new Nikon capability and also create a bond with shooters of all levels who have no shortage of options when it comes to video capturing devices.

Describe how the promotion developed from concept to implementation
With very aggressive sales goals for the D5000, the communications challenge was two fold: First, showcase the power of HD Video via the D5000. Second, create a bigger connection in the eyes of consumers between the Nikon brand and film making. We knew that our campaign should encompass three key elements - the D5000, Nikon spokesperson Ashton Kutcher, and social media. The big idea that emerged was to create a Nikon D5000 Film Festival that would redefine the traditional online film festival as this was, to our knowledge, a world first social media short film festival.

Describe the success of the promotion with both client and consumer including some quantifiable results
The campaign delivered significant reach, engagement, buzz, and efficiency. More than 500 thousand visits to the site, over 121M digital media impressions generating more than 79 thousand clicks, 310 PR specific media impressions, and 339 media placements. The program motivated active participation and engagement with the target audience, with over 2 thousand videos submitted and over 1.1K videos posted. Visitors averaged over 3 minutes on the site, watched over 300K videos, and posted 8,976 comments. The campaign also generated fantastic buzz and social media interactions, garnering an impressive 62M impressions through Twitter alone and 5 thousand followers and fans through Twitter and Facebook.

Explain why the method of promotion was most relevant to the product or service
It was imperative to capitalise on Nikon's points of difference, leveraging Ashton’s popularity and Nikon spokesperson status while thematically leveraging Twitter’s social media currency; a cutting edge environment for a cutting edge product. We secured newsworthy judges, and drove consumer participation with exciting prizes. Ashton launched the campaign via a single tweet, and we kept the conversation going through constant PR and social media engagement. Driven to an experiential site via an integrated TV, digital, and social media campaign, consumers could interact at whatever level they saw fit - whether they were film makers themselves or just casual viewers.