Event Programs: Canon Uses U.S. Open To Showcase New Technology - Event Marketer

Event Programs: Canon Uses U.S. Open To Showcase New Technology

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Canon plans to give New Yorkers a first-hand look at the new Face Detection Technology available on its PowerShot digital camera during the U.S. Open tennis tournament this year.

Once again Canon will leverage its relationship with Maria Sharapova by sending Maria look-alikes out on the streets of Manhattan starting Aug. 27. (That’s the day the new technology launches.) This is not the first year the look-alikes have been out and about in the big city during the U.S. Open but this year there’s a twist. Brand ambassadors wearing LCD screens harnessed on their backs and displayed over their heads will accompany the look-alikes. The screens will show consumers the image from the camera’s viewfinder giving them an extra large look at the Face Detection Technology (which allows the picture taker to keep nine faces in focus in one picture) in action. As consumers walk up on the Maria look-alikes they will give their email addresses to the ambassadors who will then take their picture with “Maria.”

“What happens [when the technology is used] is you see these white tick marks that become green boxes focusing in on the face ” Michelle Fernandez senior manager-camera marketing at Canon told Buzz. “Seeing it on that big LCD screen will really have an impact.”

Later on that day consumers will receive an email allowing them to link to their picture download and print it. They can also go to a microsite where they will enter to win a chance to see Sharapova play anywhere in the world and check out Sharapova trivia.

In addition to the street-side demonstrations the official launch of the technology on Aug. 27 will include a fashion show hosted by tennis greats Mary Joe Fernandez and Patrick McEnroe and featuring the Maria look-alikes. Ion Marketing New York City.


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