Nikon Launches Innovative New Social Campaign

Aiming to revive what many consider a dying product category, Nikon has embarked on an interesting new social media campaign entitled “IAmGenerationImage.” The campaign is targeted at millennial customers who are more fond than ever of documenting their lives through images – the only problem being they do so more than even on non-dedicated imaging devices, like smartphones and tablets, and less on the bulky dedicated imaging cameras that previous generations relied on to take pictures.

Many marketers may have written of millennials at large, but Nokia is targeting them directly, reasoning that these image-addicted population could spawn more dedicated, enthusiast photographers down the line. Nikon is giving away some of their high-end cameras (specifically, the Nikon 750’s, which cost hundreds of dollars and are fairly bulky) to various consumers with the condition that they take and share pictures using the hashtag “#IAmGenerationImage.” The pictures taken will be incorporated into a wide ranging social media campaign spawning an official website hosted by Nikon as well as Instagram, Twitter, Facebook, Flickr, Google+, Vimeo, and YouTube.

Nikon has given the cameras to an interesting set of users - urban cyclist, a homeless advocate, a pair of comediennes, a pair of dads, a vegan chef, and a family facing financial pressures to downsize apartments. These characters are obviously meant to appeal to situations that many millennials may find themselves in, and Nikon’s main goal is to inspire and pique the curiosity of users whose passion for Instagramming and picture taking could possibly “be taken to the next level” with high-end Nikon equipment.

From a digital marketing perspective, this campaign represents a very smart melding of old and new technology with cutting-edge social marketing platforms. By targeting an up-and-coming millennial demographic through social, and by doing so through the very real and contemporary obsession with taking and social photos via social, Nikon is smartly tapping into very topical social trends and connecting them explicitly with their line of cameras. They clearly now their audience and have cooked up an interesting social approach to both reach, captivate, and convert them.

SOURCE: http://www.clickz.com/clickz/news/2383505/nikon-gives-cameras-to-consumers-with-iamgenerationimage