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Case Study - Canon/UniversalCanon USA Campaign Series at Universal CityWalk® Puts Products in Hands of Almost 300,000 ConsumersSUMMARYCanon USA challenged CCS to create incremental consumer touch points for their digital imaging products, expanding the traditional selling channel beyond retail stores. To bring Canon’s solutions directly to consumers, CCS developed innovative holiday-themed promotions hosted at Universal CityWalk®, Hollywood. Over a series of three events, almost 300,000 visitors received personalized Canon photos.STRATEGYCCS created highly trafficked photo & print stations at Universal CityWalk®, where visitors were invited to experience Canon’s integrated digital imaging solutions by having their photos taken in various holiday settings or with popular Universal Studios characters. Using Canon digital imaging printers on-site, Canon then created slick, high-quality borderless photos – an instant souvenir!SOLUTIONUnlike a typical store environment, CCS was able to create a series of lifestyle events that introduced consumers directly to Canon’s value. In addition to the fun environment provided by Universal CityWalk®, CCS delivered an integrated promotion, complete with shopping discounts at Universal CityWalk® stores and restaurants, redeemable from the Canon photo prints.SUCCESSThe dynamic promotional event series created by CCS was held in 2002, 2003 & 2004, expanding each year to include a much-traversed ice rink, prominent signage, and national media coverage. All-told, almost 300,000 personalized photos were taken on Canon cameras, printed on Canon printers, and provided to visitors. In 2005 alone, the Canon name was exposed to one million visitors at the event site, with an additional six million impressions made due to media coverage. |
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