66 The Best Digital Marketing Campaigns in the World
Target audience
A 35-year-old single, urban man with a disposable income. He is tech savvy
and excited by gadgets. He is into his photography.Action
The Samsung Pixon’s eight megapixels and speed of operation mean that
gadget fiends and photophiles never again have to experience that ‘wish I had
a decent camera on me’ feeling. Mobile phone cameras are, by and large, too
slow and/or produce poor-quality images. Not so the Samsung Pixon, which
behaves like a real camera and captures images in exquisite eight-megapixel
detail.Lean Mean Fighting Machine developed a campaign to showcase just how
good the Pixon is for capturing spontaneous moments with the help of
professional London-based street photographer Nick Turpin.So began ‘The Photographic Adventures of Nick Turpin’: a 28-day journey
around the globe documented by Nick using nothing more than a Pixon and
his trained photographic eye. Nick, by his own admission, is ‘a bit of a control
freak’, so to make things more interesting the Lean Mean Fighting Machine
put his destiny in the hands of thousands of online strangers.On day one of the campaign Nick took a photo in East Dulwich, London, and
posted it to the dedicated website. Online viewers could click anywhere on
the photo that interested them. Once they clicked they’d be shown a ‘heat-
map’ style representation of where other people had clicked on the image.
The area with the most clicks at the cut-off point dictated Nick’s next subject
to capture with the Pixon.Visitors could also cast their ‘vote’ by clicking on the image in interactive rich
media ads strategically placed on other high-traffic web properties, and
through a dedicated Facebook application. Once the votes were in Nick had