The Challenge

At the start of 2010 Canon launched a branded, user-generated HD video contest on video sharing community Vimeo.com. The contest, entitled “The Story Beyond the Still”, was an eight-month contest consisting of eight chapters. Each chapter produced a winning video which serves as part of an ongoing exploration of peoples’ visions beyond still photography. Pandemic Labs was tapped by Grey NY to connect Canon with potential entrants, fans and consumers, track the brand’s online impact and maintain a steady stream of buzz surrounding the contest until its conclusion.

The Solution

Pandemic Labs implemented a detailed outreach strategy aimed at creating a sustainable air of excitement surrounding “The Story Beyond the Still” for the entire eight-month period. The initial objective was to increase awareness and attract submissions, then shift the focus of our outreach to engagement. We supplemented our outreach efforts with targeted ads on Facebook and extensive use of our proprietary network for social media promotion. Throughout the program continued to measure the effects of the contest on the Canon’s digital footprint.

The Results

The contest has been completed and the results have been nothing short of amazing. There have been 279 user submissions, and the quality of the content and excitement is nothing short of amazing. You can visit the contest page to check it all out.