Japanese camera manufacturer Canon is using digital billboards around New York City’s most-snapped locations to serve real-time photography advice.
For the outdoor campaign, New York-based marketing agency 360i first determined the city’s most-photographed locations. Then it commandeered both existing digital billboards and mobile truck units to display in-the-moment tips on how to get the best shots. The advice will respond to audience interactions via the hashtag #RealTimeTips, as well as API data points such as time, weather conditions, geolocation and traffic.
Canon and 360i have covered many eventualities, with some 200 pointers on shooting the best picture in fog, rain or direct sunlight, how to capture sharp sunsets or blurred traffic lights, and making the most of the magic hour. A billboard close to Madison Square Garden also reveals how to take the best concert photos, and a team of five on-site experts will also be on hand to lend assistance and let passers-by test Canon cameras.
Rather than promoting its own range of cameras, Canon’s campaign provides actionable content to the entire photography community. This way, the brand works towards inhabiting a larger field – a smart move that puts its cameras top of mind for casual mobile photographers looking to take their craft to the next level.