NX System Facebook campaign engages nearly half a million photography enthusiasts worldwide

Samsung Electronics has succeeded in engaging nearly half a million Facebook Fans and creating over 4 billion page impressions with its ‘NX System Feel and Share’ campaign. The campaign, launched in November 2011, invited selected professional photographers from across the globe to share their interpretations of the world around them by uploading their NX System photographs to the Samsung NX Facebook page.

The campaign accompanied the launch of the NX200, Samsung’s latest compact system camera. The new model features premium functions such as a 20.3 Megapixel APS-C CMOS sensor, high speed capture and Full HD movie recording housed within a compact premium metallic design. The camera’s appeal to users seeking both style and performance made it an ideal model to promote through a dedicated social media campaign. The success of the campaign was such that in less than two months, the page’s Fans had increased from 13,000 to nearly 500,000. These Fans generated an impressive 4.1 billion impressions, initiating over half a million conversations during the campaign period and creating buzz all over the world.

The 60 participating photographers were selected and approached by Samsung based on the creativity and originality of their work. They were supplied with an NX200 camera and either a 20-50mm or a 18-55mm lens and asked to upload their best photos to the virtual gallery between November 1st and 21st 2011. The photographers then each selected two of their own images as part of the competition. The evaluation process was based on a combination of user Likes, comments and page views, with the three most popular pictures announced as overall winners. The Gold prize winner was David Butali from Italy with his photograph of the Piazza Grande in Arezzo. He received the full NX system while the runners-up were awarded the camera body with two NX lenses.

The campaign also added another level of engagement for photography enthusiasts by inviting them to participate in the contest on a daily basis. The most active users on the site were given the opportunity to win limited edition NX200 merchandise. Once a week, the most active user was selected to receive an NX200 camera. To ensure maximum engagement throughout the campaign, the Facebook page received a full creative re-design, cleverly adapting and changing for each phase of social engagement.

Offline events also took place in major cities across the globe as part of an accompanying ‘NX System Touch and Share’ campaign in Hong Kong, London and Seoul. As part of this campaign, consumers could try the NX System out for themselves, with the chance to share their pictures and thoughts on the Facebook page, where there were opportunities to win NX prizes for the best updates.

To learn more about the Samsung NX Series and explore the ‘Feel and Share’ online exhibition, visit www.facebook.com/SamsungNX.