Nikon launched the Coolpix S1000pj in the fall of 2009. The S1000pj represented an innovation in the marketplace as it is the world’s first compact digital camera with a built in projector. The Helicopter Boyz campaign was launched at the end of September 2009 to drive both awareness and sales consideration.

Most digital camera shoppers believe the value of a digital camera is defined by technical specifications versus it personal relevance; “What does it do?” instead of “What does it do for me?” As a product designed to change the way photos are shared, the S1000pj offers a uniquely personal experience and the opportunity to stake out a different position in the crowded camera market.

The Helicpoter Boyz campaign was powered by an online video, promoted by blogs and leveraged a social networking strategy that mimicked the S1000pj product promise of sharing and personal experience.

The video features two young boys dancing and entertaining an audience while having several cameras strapped to their body projecting photos for all to see from the S1000pj onto a screen. The youth of the Helicopter Boyz is designed to combat the more traditional image that some camera buyers may have of the Nikon brand.