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Fujifilm Camera Giveaway Snaps Up 250,000 Entries

A $150,000 interactive and insert media holiday campaign for Fujifilm USA's digital cameras generated 250,000 entries in a six-week run that ended Friday.

About 70,000 of these entrants who participated in the effort's online “Scratch N' Match” daily instant win game opted in to receive more special-offer news from Fujifilm. Also, 32 percent of entrants were tracked later visiting the digital camera page on www.fujifilm.com.

“[This] is really one of the goals of the promotion, to get them involved with the product,” said Kathy Sharpe, CEO of Fujifilm agency Sharpe Partners, New York. “They may not win, but they'll get more information about Fujifilm digital cameras.”

The effort focused on women and mothers as well as what Fujifilm, Valhalla, NY, calls advanced amateur camera users. The agency employed a combination of banners using PointRoll rich media, e-mails and freestanding inserts to draw attention to the promotion on http://picture.fujifilm.com.

Media included MSN Shopping's camera and photo areas, PC World magazine's site and CNET. E-mails went to 40,000 to 50,000 names in the Fujifilm U.S. Picture Your Life community database.

Offline, the insert ran Nov. 25 in USA Today and in the Dec. 7 Sunday editions of The New York Times distributed in New York and Chicago.

All ads draw attention to the online promotion.

A database-building measure, the campaign itself was straightforward. Fujifilm gave away a Finepix digital camera every day of the six-week campaign.

Contestants submitted complete name, plus street and e-mail addresses. Optional fields included age, gender and opting in for future e-mail correspondence. Players scratched with a coin-shaped cursor three cameras out of nine featured online. If they matched, the person won the digital camera of the day.

Simultaneously, Fujifilm teamed with Procter & Gamble Co.'s Pampers brand and Johnson & Johnson's BabyCenter.com for a “Winning Smiles” sweepstakes. Participants are asked two questions — one on Fujifilm and the Fujifilm QuickSnap disposable camera, and the other on Pampers diapers — along with the name and contact details.

Optional fields include age bracket, gender, number of children in household, frequency of picture taking and the quantity of one-time-use cameras and film rolls used yearly.

The grand prize in that effort is a $2,500 gift certificate from BabyCenter.com, a year's supply of Pampers diapers and a Fujifilm creativity kit that includes a Finepix digital camera and a dozen each of the film rolls and QuickSnap product.

First-prize winner in that contest gets a $500 gift certificate and a year's supply of QuickSnap and Pampers. Second prize is a $250 gift certificate.

The emphasis with this promotion is to push Fujifilm's one-time-use camera and film rolls in addition to the Finepix digital product. And its partners obviously promote their own products aimed again mostly at new moms.

“Winning Smiles” will run into the second week of January. Rich media banners appear on BabyCenter.com, MSN and the Win U network, and e-mails will go to Fujifilm's Picture Your Life database. The effort so far has generated 37,000 entries, with 41 percent opting in to receive news and updates.

Fujifilm's promotions come around the same time rival Pentax USA appointed a new ad agency to build awareness for its Optio line of digital cameras.

Breaking this quarter, the Pentax campaign will exploit the fast-growing trend in the United States for digital cameras. Industry estimates give digital cameras 40 percent penetration in the overall camera market.

Big players in the digital camera market include Sony, Fujifilm, Eastman Kodak Co., Canon and Olympus. They account for about 80 percent of the market. Nikon, Minolta and Pentax are a tier below. Hewlett-Packard Co., Dell Inc. and Gateway also are eyeing this market.

But all camera makers are vying with marketing promotions to woo the latest fascination for digital cameras. Along with DVD players, digital cameras were the two hottest electronics items over the holidays.

Fujifilm and Sharpe Partners know they have their work cut out.

“We're really making people aware of the quality of Fujifilm digital cameras and breaking through the clutter of all the messaging of digital cameras,” Sharpe said. “The digital camera market is so hot, they really wanted to get their play.”

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