Challenge
How do you introduce the world's smallest interchangeable lens camera to technologically sophisticated photo enthusiasts in a way that resonates with their world and drives sales?

Solution
Focus attention on the camera's ability to be a high-definition one-stop "content-creation machine" and bring its attributes (and the content it creates) to life on digital content channels that people use to showcase their work every day, such as Facebook, Flickr and YouTube.

Results
Olympus sold out the entire inventory of E-P1s before a single camera had even been shipped in the U.S., not to mention had over 460,000 combined views of the two Olympus Blendtec videos on YouTube, ultimately achieving success across the social media space with over 2,000 fans on Facebook and over 1,600 followers on Twitter.