UK - Canon to promote EOS 400D through 'secret playgounds'

The EOS 400D is to be promoted in a six figure deal with The Independent, tapping social media and people’s ‘secret playgrounds’ throughout June and July 2007, across print and online media.

A ‘secret playground’ can be anything from a picturesque urban back street or little known local pub, to a secluded country trail that is rarely walked but offers stunning views. Essentially they are the places that people all over the country know, love and cherish, and through this promotion Canon is encouraging everyone to share them.

Planned and bought by media agency, BJK&E, the promotion is made up of three categories: Entertainment, Culture and Outdoors. It invites people to photograph their ‘secret playground’ and enter it into a competition via a microsite:
Secret Playgounds

Three overall winners – one per category – will each receive a Canon EOS 400D and their winning image will be published. Nine short-listed entrants per category will also stand the chance of having their entry published.

The promotion began on 3 June 2007 in The Independent on Sunday Review and culminates with a 12-page showcase of the most intriguing and inspired images in The Independent on Sunday Review on 29th July 2007.