Every once in a while I like to post about my job on this blog, somehow rationalizing to the reader why I so infrequently post. I’ve been very, very busy. I hope you enjoy!
“Look what you can do.” A fitting headline for a pretty remarkable camera starring in Mullen’s new campaign for Olympus. The camera is called the PEN E-PL1, a hybrid of digital SLR image quality, HD video and point-and-shoot simplicity.
The integrated campaign has TV, social media and print that links to an augmented reality 3D experience.
Stephen Mietelski, svp, group creative director at Mullen, said “While using the camera, we came upon a simple and powerful idea: Rather than telling people “Look What You Can Do,” let’s show them what they can do with the PEN by using the camera to produce all of the campaign advertising visuals.”
Readers of the June print issue of Wired and the July print issue of Popular Photography will find an augmented reality tip-in card shaped like the Olympus PEN (actual size). The camera card peels off the insert and serves as a marker for use in front of a webcam. Simple instructions for the demo are included and direct users to the Olympus augmented reality site.
“Augmented reality has been used by companies before, but more as a gimmick than as an actual, working, in-depth product demo,” said Mietelski. “This is as close to having the camera in your hands as you can get without actually having it in your hands.”
The end result is a campaign that uses the medium as the message.
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