Last friday, the camera manufacturer, Olympus and Jetblue carried out a special marketing project. This project is namely PEN ready Project. The project has GIFTED 1000 newly released camera, E-PM1 to 1000 passengers of Jetblue. The 1000 passengers are then asked to take photos during their journey to different countries. Next, each of the "photographer" has to choose 20 best photos from their photo gallery. These photos will then be uploaded to Olympus.
Many of the uploaded photos are in high quality and very impressive. In the eyes of marketers, this is actually a very successful marketing project that can improve the brand image as well as brand awareness in consumers' perception.
User Generated Content (UGC) in the internet have limited quantity for consumers to review. However, with this project, what Olympus trying to do is to 1. Increase the number of UGC for their new product. 2. Create UGC in a short period of time. 3. Create genuine feedback and opinion for the product. Consumers can then review these UGC. Is this project efficient by gifting 1000 cameras? This project can be part of their promotion. Instead of investing the budget to TV and other media advertisement, Olympus spent their capital in gifting cameras. This new method of promotion and market communication is believed to be more wide-spread and effective.
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