Not sure if this question applies in the U.S., but if any film is deemed an online commercial, the restrictions require that: product substantiation be obtained, no infringement on third-party materials, and also that payments have to be made to talent/musicians under the appropriate collective-bargaining agreements ( i.e. SAG/AF of M). Releases allowing use for the locations and props for this type of use must also be obtained.

The audience was drawn into the content with a simple, relatable truth: we all have photographs of meaningful moments in our lives that didn't quite turn out the way we hoped. Your Second Shot gave real people the chance to go back and recapture these moments, and the short documentary films brought the audience along for the journey. To draw people to the site where they could watch the films, we ran TV commercials, posted on the Canon Facebook page, ran teaser banners on sites that our target frequents, and partnered with several influential bloggers who wrote about the project.

We helped Canon connect with consumers on a deeper level than their competitors, by demonstrating how the technology in Canon cameras can have a meaningful impact on people's lives. We received 2,200 photo submissions to our site from people who wanted to be a part of the campaign, and positive feedback about the project across several social media platforms including blogs, Twitter, and Facebook. We received over 2,200 photo entries to the site, and garnered over 300,000 page views. The month after the campaign launched, Canon's unit share went up by 9%, and Canon finished the year with a #1 in market-share position.