As we’ve been tiptoeing into the social media world here at Skylight, Manfrotto, a premium supplier of photography and imaging equipment, taught us how to turn social media on it’s head, marrying their captive audience with their high end brand. They changed the name of the game with their launch of its “Imagine More” contest at Skylight Soho.  500 members of the “global elite” were invited to the event, which was amplified across the world through a massive social media campaign that was seeded by… said global elite.

DJ Mia Moretti and chef Marcus Samuelsson rock out for photographer Craig Wetherby

At this event, we watched Manfrotto introduce an international contest by which a world-wide audience creates an “Imagine More Manifesto,” recognizing with precision how to weave tweets and posts into a major campaign.  We all know it can be done, but this is the first time we’ve really seen this idea emerge from its awkward phase and come out a swan.

The "connection diagram" from Manfrotto's web site

Campaign Objective: to present the Italian company as the “patron of an unprecedented creative initiative involving users worldwide.”

How to Achieve Objective:  Start with five international celebrities whose imaginations “represent the key ingredient to their success in various fields.” Manfrotto began the event with a live panel from which global ideas could grow.  The panel consisted of renowned photographer Chase Jarvis, international chef Marcus Samuelsson, Barneys’ Creative Ambassador at Large Simon Doonan, famed DJ Mia Moretti and Italian actress Violante Placido–a VIP group to start the dialogue through which the rest of the world could participate– thanks to the democratizing powers of social media.

Chase Jarvis, Violante Placido, Kevin Tachman, Simon Doonan, Marcus Samuelsson, Mia Moretti,

How to Amplify Objective Outside of Event: Under awesome red, black and white umbrella installations produced by experiential marketing agency MKG, every social recorder – anyone who shares their thoughts, ideas and images with sites like Facebook, Twitter and Flickr –was (and still is) invited to submit his or her verbal and visual interpretations of what their imagination is and how they express it. The contest went live here at the event, and will progress through two phases: the first, using Facebook and Twitter, asks people the world across to define imagination through words thus creating a “Manifesto,” and the second phase uses Facebook and Flickr to create a tapestry of images that define this Manifesto.  The contest will conclude in another event at the Venice Film Festival in September presenting these ideas and images culled from the world.

Paul Sevigny upping the cool factor

Right before our eyes, we witnessed this event become a mini and VIP version of the larger and democratic initiative.   MKG produced a night with–and for–creative people.  After the panel discussion, guests enjoyed cocktails and a live set by uber-cool DJ Paul Sevigny while observing a series of live photographic installations designed by four Photo Bloggers selected amongst the most influential people in the NY art scene.

Simon Doonan in the "Snowboarding Studio"

Starting with us here at Skylight Soho, Manfrotto’s Imagine More Manifesto campaign kicked off what we expect to be a well-executed movement, harnessing social media to bring people together to inspire imaginations and encourage the sharing of one’s creativity with the world.  We’re proud to have been a part of this game changer!