Sanyo Enlists YouTube Stars | Adweek Sanyo Enlists YouTube Stars | Adweek

Sanyo Enlists YouTube Stars


NEW YORK Sanyo Fisher is promoting its new digital camera by hiring the crème de la crème of YouTube video creators.
Eight top YouTube creators made videos with the help of branded content firm Madison Road Entertainment. Each video was shot using -- and also features -- the Sanyo Dual Camera Xacti and shows off some of the high-definition device's attributes.
For example, iJustine sings tips for becoming a video blogger. She holds up a Sanyo camera throughout much of the nearly two-minute clip. The vignette uses both still images and video, one of the Xacti's selling points. The video ends with a message that a Sanyo Xacti HD was used.

Lisa Nova, in "Affirmation Girl: Fantasy Pool Date," goes over the features of the camera, including its zooming capabilities, in a comedic sketch. A fantasy sequence shows how the camera can record underwater. YouTube duo Rhett and Link also hit on this product feature in a video yet to be released, gathering a group of fellow YouTube stars for a pool party in "Phat Dipping."
"These cameras allow people to be more creative," said Tom Van Voy, vp of audio visual products sales of Sanyo. "We're reaching a part of the community that can fully utilize the capabilities the camera can offer."
Sanyo is pairing the video promotions with a YouTube overlay ad campaign that alerts viewers that the Xacti was used in the videos.
Sanyo hopes the campaign will reach a new category in the camera market: young consumers with a creative bent. Video cameras, once the preserve of families documenting special events, have gotten into the hands of many more consumers, who are using them for different purposes, said Van Voy.
"The community we're serving is changing and evolving," he said.

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