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Nikon D80 Campaign Puts Customers to Work But Fails to Create Community

Nikon gave the new Nikon D80 to a group of very active Flickr users and asked them to try it out. Nothing new there. Nokia have bloggers new phones last year. The photo gallery of the work is way cool. The flash-laden website is too glitzy for my taste, but wow! what a gorgeous camera. I don't know why the agency didn't add a viral or peer to peer element to the campaign, which is glitzy and screams "we're trying to do cool advertising!"

The "Stunning" campaign relies on tried and true and takes no risks. It's integrated with print. Here's the businessweek ad but it misses huge opportunities to engage real customers.

I'd love to know how they picked the people to send the cameras to. I'm sure sorry I missed being on that list!

Categories: Marketing Strategy

BL Ochman | Oct 8 06 8:10 | TrackBack (0)

Comments

Hi,

I know this is an old entry, but I'm doing some research on this campaign for a trend report and I noticed that the link to the ad in Business Week is lacking an initial "h" in "http...".

Very interesting blog by the way!!

- Tomas

Posted by: Tomas at June 6, 2007 1:51 PM

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About BL Ochman

Blogger, social media strategy consultant to Fortune 500 companies, and sought-after corporate speaker B.L. Ochman heads the creative team of whatsnextonline.com. She also publishes the Ethics Crisis blog for SRF Global Translations

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