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Monday, June 05, 2006

Nikon Uses Flickr to Launch the Nikon Stunning Gallery

I2m_nikonstunning When Yahoo acquired Flickr and del.icio.us - the question on most marketers minds was how they would integrate these into profitable networks for advertising without alienating already loyal users who were used to an ad-free experience.  The answer for the first few months after acquisition appeared to be to do nothing other than add the "a Yahoo Company" tag to the bottom of both sites and to let them exist untouched.  Now the waiting period is over, it seems, at least for Flickr.  In visiting Flickr this past weekend, I found a dedicated link at the bottom of the homepage to the "Nikon Stunning Gallery."  The link leads to a dedicated homepage showing images from the Stunning Gallery, and information about Nikon's new Coolpix s60 digital camera.  Each thumbnail photo leads back to the Flickr gallery with all photos tagged with the term "nikonstunninggallery."  The call to action from the site is simple ... upload your photos onto Flickr and tag them to be part of the Nikon Stunning Gallery.  I am not sure how long this promotion has been running, but to date there are nearly 17,000 photos in this gallery - and it's growing.

This promotion is simple, relatively easy to implement and perfectly on brand for Nikon.  Over the last few decades, the company had well established itself as the choice for pros and "pro-sumers" in the SLR market, but gotten left behind somewhat in the digital photography revolution.  The Stunning Gallery positions Nikon again as the choice for photographers of all levels serious about capturing stunning moments in images.  Best of all, it doesn't alienate Flickr users, but rather engages them in the promotion and encourages them to add their content to this gallery.  As a true cross promotion, it also invites Nikon users who don't use Flickr to open an account and upload their photos.  I wouldn't be surprised if over time the gallery gets well over 100,000 images.  Perhaps not all of them will be truly stunning, as most people would tend to overestimate our photographic talent ... but like most amateur photographers who will browse the images already uploaded, I get the feeling this is a gallery I want my best images to be a part of.

Update 10/10/06: Read more about Nikon's additional WOM efforts in a great follow up post at the Strategic Name Development blog.

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Listed below are links to weblogs that reference Nikon Uses Flickr to Launch the Nikon Stunning Gallery:

» Nikon from PMI BLOG
Parece que MySpace no es la única herramienta para las campañas interactivas con componente viral. Flickr se ha convertido en otro punto de encuentro online, en este caso para los amantes de la fotografía. Y al parecer le están sacando provecho. Para m... [Read More]

» Stunning Nikon from Dream On !
Till now the question on everybodys mind was how all the social networking sites (Flickr, Del.icio.us, Myspace etc) can be monetized. All big pundits were saying that these all are yet another fad and were sidelining them big time. But recently NIKON c... [Read More]

» Nikon from PMI BLOG
Parece que MySpace no es la única herramienta para las campañas interactivas con componente viral. Flickr se ha convertido en otro punto de encuentro online, en este caso para los amantes de la fotografía. Y al parecer le están sacando provecho. Para m... [Read More]

» Nikon from PMI BLOG
Parece que MySpace no es la única herramienta para las campañas interactivas con componente viral. Flickr se ha convertido en otro punto de encuentro online, en este caso para los amantes de la fotografía. Y al parecer le están sacando provecho. Para m... [Read More]

» Nikon from PMI BLOG
Parece que MySpace no es la única herramienta para las campañas interactivas con componente viral. Flickr se ha convertido en otro punto de encuentro online, en este caso para los amantes de la fotografía. Y al parecer le están sacando provecho. Para m... [Read More]

» Branding: Nikon Partners with the Passion of Flickr from Strategic Name Development Product Naming Blog
As you may already be aware, Nikon and Flickr (the very popular Web 2.0 company just purchased by Yahoo) made a unique deal a few months ago. www.flickr.com, the place to store and share photos, would place Nikon branding on its site and then Nikon wou... [Read More]

Comments

Photos on flickr are a good sign to decide which brand is best, which is not. So, we should expect more great campaign of manufacturers.

I totally agree with you about this campaign. I checked results and they prove it. During last two weeks Nikon's models settle on the top.
http://flagrantdisregard.com/flickr/topcameras.php

Please take a look at my artblog for artistic op
portunity http://artandfaith-john.blogspot.com/

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