We gave away more than 1,000 cameras to random people on the street in 6 cities and on one Jet Blue flight, and to online influencers, to prove that anyone can take amazing pictures with the new Olympus PEN® E-PM1 camera. All we asked in return is that they upload photos to The PEN Ready Project Tumblr blog, developed collaboratively by Tumblr and Olympus. The top 100 Tumblr bloggers also received the E-PM1, blogged about it on their own sites, and added their shots to The PEN Ready Project to drive buzz. In the end, we built an amazing gallery of real photography shot by real people, launching a new Tumblr blog in the process, and showcased the images and videos in our digital online ad and social media campaign across multiple platforms – Twitter, Facebook, Tumblr, YouTube, Flickr and Instagram.
