Since holding its first #DitchtheDSLR, held June 4 in New York City’s Times Square, Samsung is repeating it again on October 14, but on the West Coast at the Hollywood and Highland Center in Los Angeles. As with the New York event, DSLR users are welcome to “ditch” their cameras for one of Samsung’s NX30; Samsung will also be offering an NX Mini for trade in.
The marketing campaign is to promote Samsung’s lineup of compact system cameras (CSC), which are mirrorless interchangeable lens models. Besides the trade-in, consumers can try out the various models available, in a variety of shooting scenarios. For Samsung, the goal is to show off the capabilities of CSCs, that they are just as strong as DSLRs and offer more than what smartphones can.
In addition, the event will feature celebrity appearance – fitting, considering it is Hollywood. In support of Habitat for Humanity of Greater Los Angeles, Nick Cannon of America’s Got Talent and dancer Julianne Hough of Dancing with the Stars will join Samsung in an attempt to break a selfie Guinness World Record; once the record is broken, Samsung will donate $50,000 to the HFH. (Seriously, if we may opine, whether or not a record is broken, Samsung should just give the money instead of posing it as publicity stunt.)
As we mentioned before, consumers in the U.S. haven’t taken to mirrorless cameras as quickly as those in Asia and even Europe. Since Samsung only makes CSCs, marketing campaigns like this are one way companies are trying to boost awareness and sales.
“The enthusiasm from photography professionals and consumers for our #DitchtheDSLR campaign has proven that the market is crying out for change, and excited to have newer, lighter, and more connected cameras that reflect their lifestyles,” said Ron Gazzola, Samsung’s vice president for Marketing in the Digital Imaging division.
Samsung says supplies are limited, and when it says DSLRs, it means DSLRs – no other cameras are valid for trade, and they must be in working condition and include the kit lens and battery. Samsung tells us that cameras submitted are donated.