Lumix1200 recruited 1200 people to exhibit their passion for photography and created an experience where the user-content was the media, the message, and the event. It also resulted in massive PR-effects for Panasonic. Lumix1200 was featured in all the largest Swedish newspapers, on the largest radio station and in numerous photo magazines, blogs and cultural zines. The largest Swedish entertainment channel broadcast a 2-minute long feature on the opening day. The campaign sparked an interest for the new Lumix G2, which sold out in record time. During the1200 exhibitions Panasonic Lumix went from 5th in sales to 2nd.