Autumn is a time known for its striking colors, and what better way to show them off than with a photograph?
In keeping with its “Show your love some love” brand promise, Nikon has launched its third annual “Fall Foliage” campaign encouraging people to use the brand’s social media channels to show off their state’s best spots to photograph the season’s colors.
“Consumers are constantly capturing and sharing their experiences and the campaign provides an opportunity for the Nikon brand to build a connection with consumers by giving them a platform to show their pride in their state through imagery,” Lisa Baxt, associate general manager of communications for Nikon, tells Marketing Daily. “The ‘Fall Foliage’ campaign provides an opportunity for the brand to build relevance and a strong connection with consumers by inviting them to share images of what they love and are passionate about in a fun and exciting way.”
People sharing their photos are encouraged to use hashtags identifying their state (e.g., #NikonFallNY or #NikonFallCO). The company will tally up the photos from each state through November 3, and the one with the most uploads will be determined the “winner.” Last year, Michigan won the honors, beating out New York, Pennsylvania and North Carolina. Now in its third year, the Fall Foliage contest will include more social media tools such as Instagram Stories and Snapchat to expand its reach.
“The addition of these new tools offer more creative opportunities to show off users’ images and campaign assets to promote participation in the program,” Baxt says. “We are excited to see the campaign continue to grow and inspire more people to pick up their cameras and show why their state is the best place to capture and appreciate fall foliage.”
The contest is a continuation of the brand’s efforts to encourage consumer participation and sharing of user-generated content, Baxt says. Earlier this year, the brand created a “Love Letters” campaign that invited New Yorkers to share their affection for the city via photographs on social media.
“As a brand, we always seek new ways to connect with consumers,” Baxt says. “While our campaigns may vary to keep things fresh, the ultimate goal is always to create new opportunities to connect with consumers in a relevant way and encourage individuals to capture the world around them through imagery.”