Objective: place Canon DSLRs and Lenses in the hands of consumers in locations where they could most benefit from having better equipment and overcome the stigma that advanced cameras are too complicated for lay consumers.
Approach: American Park Network created an education-focused experiential marketing program—Photography in the Parks—enabled consumers to go on highly customized photo walks in some of the most iconic destination on the planet—Glacier Point and Yosemite Valley in Yosemite, Old Faithful Geyer in Yellowstone National Park, the South Rim of the Grand Canyon, and Jordan Pond in Acadia. We created a permanent sense of brand appreciation by helping consumers overcome their fears about DSLRs and empowering them to take better photo and video. After taking the workshop, users were invited to print their photos and received a link to where they could download their images and share them thru social media.
Results: Canon connected with several thousand consumers who became brand evangelists. The program lead to direct sales by xx percent of participants and commitment to buy by xx percent of participants. The program generated more than 100,000,000 media exposures.