This was the world’s first Touch and Try relay. Making camera fans try the actual product and sell it through their own photos and words. Anybody who had actually tried the new camera with their own hands can see that using the internal WiFi is very simple and also see the difference in the quality of photo from a smartphone.

Because Fujifilm was not a strong competitor in the digital camera market, they wanted to create a new way of showing their new product to the world.

38 teams from 8 countries participated.

274 runners volunteered around the world.

More than half being professional photographers wanting to try out the new camera and even more to enjoy relaying the same camera across the globe.

Gathering over 69,000 Likes.

Reaching more than 2,051,000 people.

All runners were surprised how high quality the camera was and gave extremely positive comments on their Facebook. Many buying the camera for Christmas.

The camera sold double than expected around the world.