I am the shy reindeer

Nikon

The challenge

Nikon Austria was looking to increase sales of digital single lens reflex (SLR) cameras to entry-level users and enthusiasts. They also wanted to put an end to the misconception that digital SLRs are complicated to use. Above all, Nikon wanted to communicate that their digital SLRs are ideal for demanding situations and activities—such as wildlife photography.

The idea

Just how simple it is to use a Nikon SLR can be explained using many words—or brought to life: visitors to the microsite were invited to take part in an online game and competition designed to demonstrate the camera’s ease of use. Players faced the challenge of finding and “shooting” (photographing) a bumbling, camera-shy reindeer. The best “marksman” won a Nikon D3100 digital SLR. Every player could also download a discount voucher, which was redeemable at Nikon resellers. Many channels were selected to catapult our reindeer to fame, including reseller e-mails, end-customer newsletters, posters, flyers and Facebook ads. In addition to this, an intelligent gaming mechanism helped the game go viral.

The result

Every third visitor to the microsite played the online game. 32 % of all visitors registered, completed their profiles and opted in to receive further communications.
An additional 13 % of profiles were generated by the site’s viral mechanism.
A significant 10 % of players purchased a Nikon digital SLR camera, resulting in an 800 % return on campaign investment.

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