With very aggressive sales goals for the D5000, the communications challenge was two fold: First, showcase the power of HD Video via the D5000. Second, create a bigger connection in the eyes of consumers between the Nikon brand and film making. We knew that our campaign should encompass three key elements - the D5000, Nikon spokesperson Ashton Kutcher, and social media. The big idea that emerged was to create a Nikon D5000 Film Festival that would redefine the traditional online film festival as this was, to our knowledge, a world first social media short film festival.

The campaign delivered significant reach, engagement, buzz, and efficiency. More than 500 thousand visits to the site, over 121M digital media impressions generating more than 79 thousand clicks, 310 PR specific media impressions, and 339 media placements. The program motivated active participation and engagement with the target audience, with over 2 thousand videos submitted and over 1.1K videos posted. Visitors averaged over 3 minutes on the site, watched over 300K videos, and posted 8,976 comments. The campaign also generated fantastic buzz and social media interactions, garnering an impressive 62M impressions through Twitter alone and 5 thousand followers and fans through Twitter and Facebook.