Canon Life in a Pic
How to achieve the goal with the right contest
The well-known company, founded in Japan nearly a century ago and positioned as one of the most innovative brands in its industry, requested our consulting services to develop an online marketing strategy on the occasion of Expo 2015.
The goal was to convey the brand communication concept through the digital channels, increasing the’engagement of the target audience and generating buzz.
Keywords
Goal
To convey the brand communication concept through digital channels, increasing the engagement of the target audience and generating buzz.
Solution
With Resolution we carried out the viral photo contest “Life in a Pic“, in theme with EXPO Milan 2015.
The online contest, which combined innovation and creativity, awarded the photographers who interpreted the concept “Feeding the Planet“.
To the action of Frontend of the contest we tied the CRM Medialytics, a patented product developed in-house, which through an analytical dashboard is able to create real-time graphs and reports on subscriber attendance, photos uploaded, index of virality And other relevant data.
The data obtained on enrollees made it possible to optimize campaigns dedicated to the mini-site, improving the performance and the effort in terms of digital advertising spending, and by leveraging a semantic algorithm, we channeled information on camera usage (via data EXIF) that provided the client with a’market survey in real time.
The power of the platform of Backend allowed the jury to vote through site, the lawyers to award the winnings, as well as the client to receive the Lead collected absolutely securely and with total respect for the privacy of sensitive data.
A strength of the online contest was the ability to register through Facebook with some Custom Action, which enabled the sharing of users' game actions, viralizing the social contest Facebook.
