Extreme communications
What thrills serious photographers is that moment in time that communicates something eternal. What brings tears to their eyes is equipment that fails them in that split second.
To support the launch of SanDisk’s top-of-the-line Extreme Pro flash memory card, Cohn & Wolfe created the SanDisk Extreme Team, an international group of esteemed and adventurous photographers who would take almost any risk, but not the risk of using an inferior memory card for their stunning shots. Cohn & Wolfe worked with the SanDisk Extreme Team to create video testimonials and thrilling stories of fearless photography to educate pro and enthusiast consumers, global retail channel partners, media, analysts and other influencers. We also created Extreme Pro-branded properties on Facebook, Flickr, MySpace and Twitter and engaged photo evangelist websites to reinforce the need for SanDisk Extreme Pro flash memory cards through the Extreme Team’s exploits around the world.
(Generated) ... serious buzz in the passionate photography community.
We took the Extreme Pro news to 25 countries and within a month generated more than 600 original news stories, posts or segments. Combined with some serious buzz in the passionate photography community, the product delivered strong initial sales, drove 40,000 people to SanDisk’s social media channels each day and captured an endless number of powerful, eternal images. The campaign also captured PRWeek’s coveted 2010 “Technology Campaign of the Year” award.
