A live-on-launch-day product reveal
The concept
Accompanying the demanding community of photographers with in-depth technical content on the Canon R6 Mark III
Maintaining engagement for over 1 hour of live with sharp technical questions: astrophotography, codecs, dual ISO
Being able to react very quickly to the product launch through live, with expert engaging content
Presenting the full ecosystem: RF lenses, batteries, CFexpress cards to maximise average basket size
Strategy
Collaboration with Damien Bernal, a YouTube photography reference with his Canon Masterclass, to lend credibility to the technical discourse.
Interactive format answering in real time 20 audience questions on advanced specs (ISO, codecs, Open Gate).
IPLN studio + Damien Bernal remote with picture-in-picture. Live camera body tests, menu demos, photo/video samples.
Collaborating with Damien Bernal allowed us to reach a level of technical expertise that our clients were expecting. Given the average attention time on the live (21+ minutes!), the objective of providing relevant content to photography enthusiasts and professionals was fully achieved.
General Manager, IPLN
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