The Coolpix S1000pj camera represents an innovation in the marketplace. Launched in the fall of 2009 it is the world’s first compact digital camera with a built in projector. To support this unique product, the Helicopter Boyz campaign (a viral video and social networking strategy) was launched at the end of September 2009.

The Helicopter Boyz is designed to drive awareness and purchase consideration. The video features two young boys entertaining an audience while projecting multiple photos from multiple S1000pjs that have been strapped to their body. It conveys a fun, dynamic experience. It demonstrates the unique product value in an experiential way and through social media platforms encourages consumers to share the experience with others (just like the S1000pj encourages consumers to share their photo experiences).

The creative strategy works to position the S1000pj in a category that is often judged on technical specifications as a cultural communication device.

The video was designed with the goal of being relevant in multiple markets and based on the insight of making the camera more than a technical product, but an emotional experience. It was distributed on four video sharing sites (including Youtube and Youku) and key technology and lifestyle blogs and social networks were targeted to create awareness of the video.

Conceptually, The Helicopter Boyz is not a product or brand ad. It is a product and brand experience. The social networking strategy was decided upon to enable consumers to be able to share those experiences, because sharing is at the core of the S1000pj product proposition.

Launched in Q4 2009, the results for this campaign exceeded expected benchmarks.

-The Helicopter Boyz achieved 30,000+ views in the first 10 days (Data from Youtube access information).-With more than 150,000 views in less than 2 months. (Data from Youtube access information).-The Helicopter Boyz has been featured in 20,000+ blogs, in multiple languages (Data from Google Analytics).-In Japan alone, this campaign delivered $650,000+ in PR exposure. (Nikon internal media value evaluation).