Golden, CO—Pentax Imaging launched the Pentax Optio W90 Mudfight Challenge, which centers around its award-winning waterproof camera and, with the Mudfight Challenge App, dares Facebookers around the globe to test their skills at a brand-new sport—virtual mud throwing.
Part of a marketing effort to reach out to consumers via social networking, the challenge complements Pentax’s The Most Adventurous Friend You Know advertising campaign to promote the W90’s capabilities.
Facebook* members who want to reward a bud for a job well done, feel like giving their ex a mud makeover, or just want to have some plain fun may visit http://apps.facebook.com/mudfight and muck it up with Facebook friends, family and those pesky frenemies. All Facebook participants in the Mudfight Challenge will also become eligible to win a $400 American Express gift card.
The challenge is easy to play. Once loaded, the app randomly helps players select five Facebook friends. Next, users access a computer mouse to target the crosshair aim as friends pop up randomly. Every hit drives up the score and helps players ascend to higher levels of play, while top scores are recorded on a leaderboard. And Facebookers are entered into the sweepstakes each time they play (up to 50 times per day).
The Optio W90 mud obsession originated to communicate the adventure-proof features of the camera. The Mudfight app is one of several consumer marketing initiatives Pentax developed to promote this rugged camera in the midst of a shift from traditional to digital and social media.
“There is no longer one right way to engage consumers,” said Ned Bunnell, president, Pentax Imaging Company. “This comprehensive campaign, designed by The1stMovement, our recently selected digital advertising agency of record, uses a combination of interactive and social media components to help us build stronger relationships with more customers.”
Along with Mudfight Challenge, Pentax and The1stMovement unveiled The Most Adventurous Friend You Know marketing campaign for the Optio W90. The program encompasses homepage animated flash enhancements to pentaximaging.com that highlight the features of the Optio W90 and all of the latest Pentax cameras; digital and traditional billboards and train wraps posted in downtown Minneapolis near the Twins Stadium during the holiday shopping season; and targeted, online, integrated rich media banner ads featuring the Optio W90 as “The Most Adventurous Friend You Know” and encouraging viewers to create an adventure of their own. Accompanying the campaign are fresh, new product videos on youtube.com/pentaxian1 that entertain while demonstrating product features and applications. pentaximaging.com
*Participation in the Mudfight Challenge is limited to current Facebook members; sign-up is free at facebook.com.
