The Art of Impressions

In recent years, Sony has distinguished itself as one of the most active and innovative photo brands as they rethink the way cameras are designed and pictures are made. In keeping with their forward thinking, 2012 was the third year that they were the presenting sponsor of the Art of Expression Photo & Video Contest involving the total audience of Outdoor Photographer and Digital Photo magazines.

The Art of Expression program is far more than a photo contest! It’s a community of talented photographers; a place to show their best work and seek recognition; a learning center featuring lessons and instructional videos from the Sony Artisans of Imagery.

What’s exciting for us is that The Art of Expression program has taken full advantage of our audience assets. Readers learn, enter, view, comment, vote and win. We engage them with print, online, newsletters and social media throughout a six-month period.

The Art of Expression is one of the most elaborate programs that we run. It’s a lot of work, but it’s also a lot of fun. At the heart of what we do, editors are teachers. All the new media makes our classroom a much richer experience. Our readers learn from us. They learn from each other. And we learn from them.

Milestones

• - Contest promotion in May and June issues
• - Website live in April
• - Entry period April to July
• - People’s Choice voting in August
• - Winner’s gallery live in October

Metrics

• - Custom banners on websites, 2,246,000 impressions, CTR .26%
• - Email campaign 70 blasts / 4,306,000 emails
• - Social media total reach 990,000
• - Entries 15,200
• - Portal page views 689,000
• - Instructional video plays 34,800

Not every product marketing campaign requires this sort of extensive program. We’re capable of mobilizing our audience assets to whatever degree and scope necessary to meet objectives and budgets.