CENTER VALLEY, Pa., September 20, 2011 – Today Olympus® breaks all the rules of consumer electronics marketing by kicking off the “PEN Ready Project” – a campaign designed to empower and inspire creativity in more than 1,000 lucky people around North America. To demonstrate that anyone can be PEN ReadyTM Olympus is surprising people in undisclosed locations throughout New York City, Los Angeles, San Francisco, Toronto, Miami, and nearby its U.S. Headquarters in Lehigh Valley, PA, by giving them the Olympus PEN® E-PM1 camera. The images and HD videos that participants create with the camera as part of the PEN Ready Project will be showcased on a new custom-designed Tumblr blog over the coming months. Anyone in the world can visit the site and decide if they, too, are “PEN Ready.”
“The mission of the PEN Ready Project is to demonstrate how easy it is for anyone to capture extraordinary photos and videos with the PEN camera. That’s why we’re partnering with JetBlue Airways and Tumblr to give the gift of our Olympus PEN E-PM1 camera and make more than 1,000 people PEN Ready,” said Stephanie Sherry, Senior Manager, Advertising & Marketing Communications, Olympus Imaging America Inc. “We can’t wait to see where people travel to and what they will create with their new PEN camera.”
PARTNERS HELP PROJECT GET OFF THE GROUND
To give the program a suitable takeoff, Olympus partnered with JetBlue Airways, the un-airline for today’s jet set that shares a love of blue-sky ideas like the PEN Ready Project. On September 16th Olympus gifted the PEN E-PM1 camera to unsuspecting JetBlue customers on a flight that departed New York’s JFK International Airport bound for Florida.
“At JetBlue we’re always looking for fun and unexpected ways to delight our customers and giving away Olympus cameras inflight was a fantastic surprise,” said Fiona Morrisson, Director of Brand and Advertising. “Our customers were thrilled to receive the travel-friendly PEN cameras on a JetBlue flight. We’re excited to watch the PEN Ready Project grow with content from our customers and other participants.”
Watch the in-flight video here: http://bit.ly/PENReadyJB
Olympus also partnered with Tumblr, the incredibly popular blogging platform that lets you effortlessly share anything – text, photos, quotes, links, music and videos – to create the PEN Ready site. Tumblr enables you to share content from your browser, phone, desktop, and email, wherever you are. Working with Olympus, 100 of the most talented Tumblr bloggers will receive the PEN E-PM1. Because these bloggers cover a diverse range of subjects, including art, fashion, food, sports, travel and more, their PEN photos and videos will be driven by their personal passion, making them well-worth seeing for people of all interests.
“Olympus chose to work with Tumblr to create its first blog because of the high level of customization our platform offers to bloggers – Tumblr lets you easily share any type of media to a blog of your own design, and our asymmetric following model empowers every blogger to build a fantastic self-organizing community around their content,” said Danielle Strle, Director of Outreach, at Tumblr. “Tumblr was ecstatic to work with Olympus on this project because the brand is highly social, and its products are perfectly designed for creative expression. Photo and video are two of our most popular post types. Bloggers will experiment with the PEN, and we are excited to see what they create. It's been spectacular to work with Olympus on such a forward-thinking project.”
ALL THIS CREATIVE FREEDOM IS FREE
What will the PEN Ready Project participants receive? Each participant will receive an Olympus PEN E-PM1 kit, the smallest, lightest, and the most portable Olympus PEN interchangeable lens compact system camera. The camera is available in six stylish colors (purple, pink, brown, white, silver and black) to suit your personal style. The PEN E-PM1 camera offers the same amazing image quality found in bigger, bulkier DSLR cameras with lightning-fast speed, and 1080i high-definition (HD) video at the affordable price of $499.99.
The PEN E-PM1 camera is also the easiest PEN camera to use, with simple controls enabling you to access the power of digital photography effortlessly. A step up from a point-and-shoot camera, the Olympus PEN E-PM1 camera features a user interface that takes the guesswork out of capturing the perfect shot. A simple, one-touch button enables you shoot HD video. iAuto and scene select modes enable you capture images with ease and speed, and six built-in Art Filters enable you explore your artistic side. The Olympus PEN E-PM1 camera puts the portability of a point-and-shoot with the performance of a DSLR in the palm of your hands.