A photo competition using AR and AI:

The solution became the world's first photo competition and exhibition in Augmented Reality: ”Exhibition Stockholm”. Set in picturesque central Stockholm, through-out the 2017 summer holiday season, the idea was to attract both local and visiting photo enthusiasts.

The setup was: With their smartphone camera and our web app, participants were able to compete to take the best picture at 54 secret locations in Stockholm, while automatically advised by Adobe via AI about how their photos could be improved. Participants uploaded their photos to the web-application and the winners were selected by the public through a voting function. The best pictures were then displayed in an AR photo exhibition in down-town Stockholm.

Engaging the Photo Community:

PR was rolled out in a three part programme:

Part 1: Was to launch the campaign in June-17 through a guided influencer- and media tour of the actual competition/event itself, with over 40 partipants.

Part 2: aimed to position Adobe in broader media, putting focus on peoples photo-habits, targetting lifestyle-, news- and tech-media. Supported by a nationwide photo-habit survey and the professional photo-insights from Adobe, we packaged and successfully pitched the press material to all relevant media outlets.

Part 3: We continued to position Adobe with Exhibition Stockholm throughout the entire campaign (June-August-17) in the mobile photography-target. Finally, at the end of the competition – we pitched media interviews and also hosted the 54 winning photos in a AR exhibition in central Stockholm.

Tier 1:

The activity attracted hundreds of photographers to participate, each spending on average about two hours, transporting him- or herself approximately ten kilometers and and togather uploading thousands of photos. The competition attracted 127,000 votes and received great attention in the media & influencers. The campaign exceeded the set goals with very good margins..

Photo and technology media published both articles and video reports about the photo competition, while news based on our press releases about Swedes' habits and preferences in mobile photography appeared in newspapers, industry press and on viral sites. The campaign as such was also noted in international press.

Media outputs of the campaign:

• Over 14,000,000+ reach in traditional media

• Over 20,000,000+ impressions in traditional media

• Over 2,000,000+ reach in social media

Tier 2:

All goals for branding and business growth were exceeded by a big margin. Below we can present a selection of KPI improvements.

• Increased awareness for Adobe's photo editing tool Lightroom for mobile * with 6% -points

• Increased brand awareness for Adobe by 15%-points

Tier 3:

• Increased sales of Adobe Photography Plan CC by 20%-points