Pentax
Contest results not for the birds
Situation
Pentax, a manufacturer of cameras and other optical devices, wanted to create enthusiasm for its Sport Optics line of binoculars among birders — a strong target audience. The company was also looking to strengthen its relationships with dealers.
Approach
Pentax, Avocet Communications and SellPoint developed the “Sail Away” sweepstakes promotion to encourage consumers to demo products. Dealers were also eligible to win the prizes, which included a grand prize cruise through the Panama Canal or Pentax products.
Ads supporting the contest encouraged customers to demo products in store or watch online video demonstrations created by SellPoint, then enter the sweepstakes on a dedicated Web site. The contest was promoted with signs in stores, online banner ads and on birding blogs, as well as in Audubon, a birding publication. The videos and interactive microsite were meant to enhance the experience of contest registration.
The online videos were scripted product tours, created in Flash animation that were syndicated to online retailers selling Pentax products.
The campaign model was chosen after the success of a previous effort promoting a line of cameras. “That campaign was very successful in introducing and building awareness of our digital SLR cameras to dealers and consumers,” says Michelle Martin, a spokeswoman for Pentax. “These types of innovative marketing programs help us stand out among the other brands in the space.”
Results
The videos were viewed 50,000 times between March 1 and May 31. The number of hands-on demos at the counter, as well as dealer awareness, also increased. –Nathan Golia
Captain Hope’s Kids
New Web site plays up features
Approach In April, Javelin Direct relaunched the Web site for nonprofit Captain Hope’s Kids, which supports homeless children. Intended to build awareness and be more appealing to corporate sponsors, the new site features videos, case studies, clearer calls to action and a function enabling visitors to invite friends.
Results More than 600 people have visited the new site. Online donations, which were previously nonexistent, are averaging one per day. –Mary Elizabeth Hurn
Align Technology
Web site offers straight talk
Approach In January, Align Technology relaunched its AligntechInstitute.com site with the help of R2C Group. The site offers educational resources for current and prospective Invisalign providers and promotes offline training events. A blog that chronicled the experiences of three patients was also created.
Results The initial announcement e-mail drove almost 2,300 visitors to the site. Approximately 5.4% of visitors have signed up to be notified of training events or of new blog entries. –Chantal Todé
Anthony DiBiase
Executive creative director, Y&R Brands/Wunderman Irvine
Is it just me, or does it seem odd that a camera/binocular company should be part of a promotion with which it has nothing in common? For example, why use so much illustration and just one poor photo for an “images company” — especially considering the gigantic library of images Pentax must have? And, if you’re going to use illustration, why choose something straight off of a bad Hawaiian shirt from the ’80s? Pentax must be desperately trying to gain relevance in today’s dog-eat-dog tech category. This just makes it look like an old and dusty has-been. Even if the target age is 40-50 years old and likes to reminisce, it don’t want its brand to be out of date.
The Captain Hope’s Kids Web site is off to a good start, but I would describe the new design as nowhere near where it should be. Nothing attracts attention and evokes emotion better than images of children. Why stop with the home page? There must be opportunities to include kids throughout the campaign.
Even as a layperson, I was engaged by the design, the nature and the presentation of the content for the Aligntech Institute Web site. These aspects create an air of professionalism, expertise and credibility for the brand. The art direction is fresh and approachable. It achieves a certain personality that is miles away from the clinical bore that you sometimes see in this category
