The imaging brand will host an experiential area, The Nikon Photo Experience, at this year’s Open offering fans the chance to have their own golf swing analysed by a PGA golf coach using the COOLPIX P300. The COOLPIX camera features full HD movie mode, which is used to help ticket holders improve their game. The objective of the campaign is to promote the P300’s performance in a relevant and genuinely useful way to golf spectators.
Nikon, which has an 18-year association with The Open Championship, is running a series of activation events (many with impressive prizes) coinciding with this year’s Championships at Royal St George’s. One of the more interesting of these, running in partnership with picture creator and distributor Getty Images, see Nikon launch an online competition – 18Openimages.
This invites golf fans to vote for their favourite iconic golf images and the opportunity to win one of 72 prizes worth a combined £17,000. Participants can either enter via the website, which goes live the week of The Open, at www.18openimages.com , or visit the gallery of images exhibited at the event to log their vote in person.
In addition to its swing utility and its competition, Nikon is also setting out a retail unit at The Open, staffed by expert photographers to help people looking for a camera to capture important moments in golf and beyond.
It also offers visitors a chance to have their own picture taken – either a shot holding the trophy, or dressed as a caddie wearing an Open/Nikon bib – in association with HSBC. Visitors can then take away a print as a memento of the day.
Comment:
The Open is one of Nikon’s most important and longest running international sponsorships – it has backed the event since 1993. The insight behind the sponsorship is that the event provides an ideal platform to bring to life the brand’s message – ‘At The Heart Of The Image’.
By celebrating iconic images from the past, providing expert advice and your own image keepsake this experiential programme does reflect this core brand big idea.
Furthermore, its competition uses digital reaches out beyond just those attending the live event.
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