The Lytro-izer
About the project
The Lytro-izer: A New Holiday Tradition
Lytro came to us wanting to generate hands-on trials behind the viewfinder and in front of a computer to showcase the benefits of the Lytro experience. We also needed to create reasons for content creators and content consumers to share the Lytro experience while increasing the capturing, sharing and discovery of light field pictures during the holiday season.
Manifold ran a 24/7, three-day campaign in tandem with Lytro’s new product feature launch of perspective shift and living filters. We leveraged the holiday nostalgia of stop-motion animation Christmas TV specials like Rankin-Bass’s Rudolph the Rednose Reindeer and created “The Lytro-izer.”
In order to create a highly shareable asset and encourage light field picture discovery, Manifold partnered with Screen Novelties Studios (former Celebrity Deathmatch animators), and encouraged Twitter and Facebook users to submit their best holiday photos for the chance to be recreated in clay and have their photo be transformed into a Lytro-ized living picture – delivering a one-of-a-kind, share-worthy holiday card. Inside the Screen Novelties studio, we built four custom Lytro photo shoot stages that enabled us to emphasize Lytro’s core camera features – depth-of-field and perspective shift.
To launch the campaign, we recreated the Top Pop-Culture Moments of 2012 – Lytro-izing Psy of Gangnam Style along with other popular memes and moments like Texts from Hilary, 50 Shades of Grey and a congratulations card to our recently re-elected President Obama. This gave consumers a preview of what to expect from The Lytro-izer and a look back at the year in an unexpected way.
Services Provided
- Brand Strategy
- Campaign Management
- Creative Direction
- Social Media
- Video Production
For 72 hours, consumers submitted their funny, dramatic or just plain weird photos via Twitter for the chance to be Lytro-ized. The team based at Screen Novelties Studios in Los Angeles, reviewed each submission in real time and selected 12 photos per day to be transformed into a one-of-a-kind claymated scene that was then shot with the Lytro camera, tweeted back to the submitter and uploaded to our custom Tumblog at Lytro.me.
Each Lytro-ized card was highly personal and unique – the team performed on the spot research of each selected submission (where they worked, their hobbies, etc.) and added in personalized props and details to surprise and delight.
Over the course of three days, we saw thousands of tweets with the hashtag #LytroMe, resulting in 7.4 million social impressions on Twitter. The program triggered highly positive reactions of those that were Lytro-ized along with the general public. The program also generated positive press coverage from publications including TechCrunch, LA Weekly and the Baltimore Sun, along with tweets from Tony Hawk, CoCo Rocha, Bethenny Frankel, Skinny Girl Cocktails and Anonymous. Yes, THAT Anonymous.
