Page 76 - Best Digital Marketing Campaigns in the World

The Photographic Adventures of Nick Turpin 67

just one hour to choose a destination and make his travel plans before heading
off on the next leg of his interactive photo roller coaster.

Viewers could follow Nick’s adventures over the 28 days via his Flickr photo-
stream, his YouTube video diary and on a geo-tagged Google map showing all
of Nick’s images – all updated by Nick on his Samsung Pixon phone.

Results

Passive contacts

●● 125 million – defined as the number of people known to have been
exposed to any of the activity taking place, such as banner placements, but
who did not directly interact with the work ie a click, tweet or roll over.

Active contacts

●● 450,000 – defined as people known for certain to have directly interacted
with the activity, either a YouTube click, tweet, banner click, click on a
photo, visit to Flickr, etc.

Lessons

This campaign used digital channels as an effective showcase for the prod-
uct’s key features and benefits. But instead of simply posting content created
by the Pixma on product pages on the corporate website, a dedicated product
microsite and Samsung-branded social media profiles, Lean Mean Fighting
Machine went a step further to create an engaging and compelling experi-
ence driven by clever interaction between website visitors and actual content
created by the Pixon phone.

As a result the campaign did much more than simply showcase the capabilities
of the Pixon, it also created a feeling of involvement and immersion in Nick’s
28-day adventure, and by extension in the Samsung Pixon brand.