Olympus Loans Cameras to US Open Attendees - Event Marketer

Olympus Loans Cameras to US Open Attendees

DB_KSwiss_2008 Ex
Brand: OLYMPUS
Agency: EMG3
Awards: EX AWARDS — BEST ACTIVATION OF A SPORTS SPONSORSHIP
Year: 2008

In an effort to push the envelope on its US Open sponsorship, Olympus launched a multi-faceted experience-based campaign that touched consumers, prosumers (expert amateurs) and professional photographers.

The mantra that held it all together: Get the cameras in people’s hands. Any attendee on site was allowed to borrow Olympus’ new Stylus 770SW camera for two hours and wander the tennis center taking pictures. Afterward, they could enter their favorite picture (that embodied a love of tennis) in a contest.

At Olympus PhotoCarts attendees got pictures taken at spots throughout the stadiums and retrieved a copy of the picture at the Olympus pop-up store on site or online.

Olympus also had its eye on the 400 professional photographers on hand to cover the event. The company branded the photo pit—the spot from where professional photographers cover the action—and created the Olympus Professional Photo Lounge and Service Center, where Olympus technical representatives were on hand offering “clean and check” services as well as providing loaner equipment.

Olympus also arranged for select fans to access the Olympus Photo Pit with Olympus’ E510 in hand for an opportunity to shoot with the pros and brought selected fans to the Arthur Ashe Stadium rooftop, which overlooks the main court on one side and the New York City skyline on the other, to participate in the Olympus Fantasy Photo experience.

The results? More than 134,000 in-depth interactions in the form of camera check-outs, sweeps entries and product demos. More than six million live event impressions and more than $100,000 in sales at the Olympus pop-up store in only 14 event days at Flushing Meadows—far in excess of expectations.

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