Challenge:
Increase Nikon’s relevancy with New York Mets fans by leveraging the brand’s leadership position as the camera manufacturer best aligned with helping capture life’s memorable moments.
Solution:
Amplify developed “Greatest Moments at Shea,” an interactive fan/consumer promotion that identified the most memorable moments in the history of the Mets’ home ballpark, Shea Stadium, which was to be retired following the 2008 season.
Working with media partners SportsNet New York, WFAN Radio and the New York Daily News, fans were driven to a website to vote for their top moments. The promotion culminated on the final homestand of the season with a press event featuring Mets greats Tom Seaver, Darryl Strawberry Mike Piazza and an unveiling of the Top 10 Great Moments at Shea. Additionally, roving Nikon brand ambassadors walked the stadium throughout the season snapping pictures of fans enjoying their own “great Shea moment” that they could download for a free keepsake of Shea Stadium.
Results:
Total Nikon media exposure exceeded $2.3 million in 2008, representing a 12 percent increase over 2007. Over 10 million online impressions were generated during the “Great Moments at Shea” promotion through banner ads, email blasts and visits to the site.
