In April, 2009, Mullen launched the Olympus E-P1, the world’s smallest interchangeable lens camera that shoots brilliant stills and HD video. In the competitive consumer electronics market where behemoths like Nikon can afford buying Ashton Kutcher on network TV, Olympus needed a marketing campaign that would be as innovative, nimble and as smart as the E-P1.
Given that the E-P1 is an enabler of a better online social experience, we leveraged social media channels to secure broad awareness for the camera, including a partnership with Blendtec CEO Tom Dickson, famous for his viral video series sensation “Will It Blend?” In both a teaser and launch video, Dickson stuffed a variety of Olympus equipment into his blender to make the E-P1. It was the focal-point of an integrated campaign that took advantage of Olympus’s growing social media network and a little social bookmarking magic to stimulate consumer participation.
Our social strategy was supported with a Coney Island influencer event where 50 top tier media and bloggers spent the day demonstrating the camera’s full capabilities–all while Mullen was tweeting live from the event, posting to Facebook and Flickr, and directing everyone to the video. The resulting blog chatter on major tech sites resulted in 182 million impressions and more than $6 million dollars in equivalent advertising value. But the best news: the E-P1 sold out nationwide within first 60 days.