The buzzword for content is entertainment. The idea is that to engage an audience, you have to entertain first and inform second.
Canon’s new campaign is a content series. It didn’t mean to test the theory of effective content. It did though.
Last week, Canon Australia successfully launched the first video, Decoy, from The Lab, Canon’s latest marketing campaign and content series.
- It’s perfectly relevant for Canon to launch a series of photography experiments.
- The experiments are perfectly aligned to the interests of Canon’s audience for which Canon products are needed.
- And they’re perfectly (100%) useful for Canon buyers.
The Lab is not entertaining first. It’s interesting first. It doesn’t take you to self esteem, parenting…or “an experience” second. It takes you to a photography place. That must be good for Canon photographic sales. And it achieved 2.2m YouTube views in six days.
The month-long six part series of photography experiments is designed to shift creative thinking behind the lens. More creative thinking behind the lens is likely to lead to the desire to have equipment with more capabilities, isn’t it?
The first video was an experiment on the power of perspective in portrait photography, demonstrating that a photograph is shaped more by the person behind the camera than by what’s in front of it.
The experiment showed that your creative thinking – the thinking that shapes your photograph – is affected by what you know of your subject. The Lab photographers transforming one man into a self-made millionaire, a convict, a psychic, and a recovering alcoholic.
The results are fascinating if you’re into photography. That’s perfect, for Canon.
The experiments are being managed by Lab producer, Chris Ireland, Pool Collective.
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