We wanted to bring the camera to life: not only its physical size but also its amazing capabilities, without requiring consumers to actually visit the camera in-store. We played with the idea of augmented reality, but the challenge was how to make augmented reality actually useful - pushing the technology to be able to communicate with a computer’s webcam to bring to life an augmented PEN that took pictures and movies. We ended up being able to launch the experience using the actual-size paper cutout as a marker. The augmented version of the PEN did everything the real PEN did.

• Augmented Reality PEN 3D at http://getolympus/PEN3D: 250,000+ site visits and 820,000+ page views.

• Demo video describing how to use the technology was viewed more than 34,000 times.

• Approximately 600,000+ Twitter impressions (followers reached) with tweets about Augmented Reality.• 16 million+ media impressions in online, print and broadcast media outlets.