Exhibit B
Exhibit B
Launch a notebook for "prosumer" photographers? Easy. Go head-to-head with Apple on a limited budget? Not so easy. The "Name Your Dream Assignment" invited photographers to describe their ultimate shoot and then brought it to a public vote. The top prize? $50,000 to carry out the assignment of the winner’s dreams. Intelligent social media and blogger outreach made up for small media buys. Results: Product chatter on 50,000 sites and nearly 2 million hits in just 32 days.
Logo / Digital / Promotional
BANNER PROMOTION and LOGO
A smart media buy translated to reaching photographers at industry-related sites. A straightforward, clean logo created traction across the campaign. Additional credits:
Ben Requena and Colin Dullaghan
PROMOTIONAL MAILER
We needed influential bloggers to spread the word, so we sent them this take on a passport case and plane ticket. Additional credits: Ben Requena and Colin Dullaghan
CONTEST WEBSITE
Once the contest sparked photographers’ interest, they needed a place to submit their own proposals, read others and, of course, vote. Additional credits: Ben Requena and Colin Dullaghan
CONTEST WEBSITE
It took no time at all before the website was abuzz with submissions, comments and voting.
THE RESULTS
In just over a month, we achieved
impressive numbers—all accomplished on a limited budget.