Selfie challenge: Nikon strikes a pose with WAX Interactive
A 100% social media project to accompany the release of the Coolpix S6900
The Nikon Selfie challenge launched between September and November 2014 gave Nikon the opportunity to accompany the launch of its new product - the Coolpix S6900 - in both the French and Belgium markets. This Facebook competition from WAX Interactive presents the release of the Japanese brand's new product in an original and user-friendly way. It makes it possible to target potential buyers in a fun way by presenting the digital camera's advantages without being a typical advert.
WAX INTERACTIVE: A UNIQUE POSITION ON THE EUROPEAN MARKET
Autumn 2014 signalled Nikon's desire to promote its new digital camera, the Coolpix S6900, by focusing its communications on interactivity and relying on social networks. Following consultations with several agencies, Nikon France chose WAX Interactive to put a 'digital social' plan in place.
Alexandre Dino, Digital Project Manager Nikon France, explains: "Both the responsiveness that its teams have shown, but also their ability to handle a very tight schedule and above all adapt to the French and Belgian markets, have validated our choice of WAX Interactive."
THE COOLPIX S6900: AN INNOVATIVE CAMERA DEVELOPED FOR SELFIES AND SHARING
Nikon wanted to highlight all the advantages of its new camera in a fun way: namely the fold-out screen, photo release button, the built-in tripod, WI-FI connection, frontal release button and sharing on social networks. The choice was a Selfie-based competition: an easy and fun way for everyone to take part, while highlighting the camera's advantages.
Alexandre Dino emphasises: "The support of the WAX Interactive teams throughout the entire project, as well as their recommendations on ergonomics and content of the competition, have made it possible to improve the user experience and quickly put the project online."
THE NIKON SELFIE CHALLENGE: A FUN AND VIRAL CONCEPT
The competition took place over 9 weeks in autumn 2014 between 19 September and 18 November. The Selfie challenge is a competition exclusively on Facebook via an application on Nikon France's Facebook page. Fans are invited to take up a challenge determined randomly by spinning a wheel twice which then gives 16 possible combinations. During the day or at night, in a group or alone, in town or on a bike in the countryside, the important thing is to find the most original pose given the specific requirements! (For example, taking a selfie with an animal in an unusual place.)
Virality was also an integral part of the concept as you had to nominate three friends to take up the challenge when you put your photo online. Each person then had the option to vote for the best selfies and thus nominate the 5 winners of a Nikon Coolpix S6900.In total more than 2,200 challenges were taken, and there were more than 4,000 votes from friends, 12,000 new Facebook fans for Nikon, and 40,200 stories were viewed on Facebook.