To activate the crowd we posted a call to action on the discussion board of the NX200 group on Flickr and asked: “Do you want to trigger something?” The members of the group voted for their two best photographers which we then sent to Berlin to take pictures with the NX200. They posted the pictures on their own Flickr accounts where they triggered comments from their followers. From the original pictures we created print ads, billboards, infoscreens and online ads that include the actual comments. All elements of the campaign lead to the webpage where a gallery shows the pictures and the corresponding comments which are trigged to this day.

The bunch of pictures by our photographers were commented on Flickr and viewed more than 21,500 times in 2 weeks. Billboards in 46 locations and infoscreens in 205 locations generated more than 3.5 million first flight contacts. The online banners alone generated in 2 weeks more than 35,000 unique visits on our website.