Two campaigns to share my love for NYC: #nycLoveLetters and #NikonLoveNY
I just moved to New York. I’ll be enjoying this amazing city for the next few months, walking its streets, learning its history, getting inspired by its people.
I’ve walked a lot these first two weeks. And one of the first things I noticed, of course, are the much talked-about LinkNYC free Wi-Fi kiosks. They provide free Wi-Fi, phone charging outlets, weather information and NYC inspiration in the form of the #nycLoveLetters campaign.
LinkNYC’s campaign asks users to share their love for the city using the #nycLoveLetters hashtag on Twitter and Instagram for the chance to have their tweets or pictures shown on their kiosks all over the city.
I think it’s a great way to let citizens be a part of the city landscape – and fill the kiosks with nice, cheap, crowdsourced content. As amNewYork puts it:
The love letters are less about New York than about a burgeoning tech community fitting itself into the city, and shaping the city around it.
And I couldn’t be more happy about being a witness to it.
New York deserves all the love it can get, so I thought it was only right to find the #NikonLoveNY campaign running all over the city at the same time as #nycLoveLetters. I’m not sure the brand shares my enthusiasm around the coincidental concept, though.
Nikon launched the campaign to, very simply put, encourage people to take better photos of the city they love. I’m not sure if this can be considered as creating new consumption moments: do non-photographers in New York carry a camera around? Will they use it to take pictures of their city?
The campaign’s microsite shows all the pictures submitted by users through social media, while billboards inside and outside subway stations show pictures taken with Nikon cameras accompanied by love notes developed by Nikon’s agency partners, Cramer-Krasselt and MWWPR.
Some final thoughts
While both campaigns share the same concept, their approach to crowdsourced / user generated content is different. While LinkNYC’s campaign does a curation job and features the content as part of the campaign, Nikon’s pieces feature only agency generated content, showing UGC on their site only.
I’m wondering if the two brands could have partnered to maximize the reach of the campaigns, and have Nikon’s microsite content shown on the LinkNYC kiosks. And there’s something I’m missing in both campaigns: with the talent and following base of NYC’s Instagram photographers, I’m sure both campaigns could have seen their engagement increased with a good influencer marketing strategy. For the next one, maybe!