Casio launched its newest camera with a stylin’ event in New York City featuring hip-hop acts The Roots and Nicki Minaj. The new product from Casio is TRYX, a point-and-shoot skinny cam with HD video capabilities. But the real revolution is in the camera’s frame. As opposed to most cameras, the TRYX’s frame can flip out and act as a handle, a tripod or a hanger, allowing for greater flexibility and creativity. The TRYX also boasts a wide-angle lens to capture group shots, and an HDR-ART special effects feature, which stylizes photos in artistic ways.
In developing the TRYX camera, Casio targeted young, socially-networked college students and mid-30s adults. Casio listened to what this younger audience wanted in a camera: easy photo sharing, fun special effects for a photo-booth feel, and flexibility.
"Photography is a large part of how young people express themselves today, and they want the ability to share their photographs with friends over social networking sites," said Toshi Iguchi, Casio U.S. digital imaging products general manager, when speaking with the Official CES Daily. "They have the ability to immediately identify the benefits of our new camera, and that's why we've targeted them in this launch."
Casio teamed up with Best Buy for an exclusive nationwide launch, and for a special launch concert. The New York City event, TRYX: OUT NYC 2011, featured a Nicki Minaj lookalike contest and a concert with the hip-hop diva and The Roots. The top ten finalists in the Minaj lookalike contest won a TRYX camera and a gift certificate to Best Buy, with the winner receiving a back stage pass to meet the real Nicki. Users who signed up for a free account with Casio’s photo-sharing community, Imaging Square, were automatically entered to win an all-expenses paid trip for two to the NYC event. Casio also created two, limited edition pink TRYX cameras for Minaj, which she used, signed and auctioned off to help victims of Japan’s recent earthquake.
The event and giveaways were promoted via Casio’s Facebook and Twitter accounts,while event and product videos were featured on the company’s TRYX-focused YouTube channel.
TRYX faces a challenging market for personal, portable technology devices, plus competition from improving cell phone cameras. Who knows, this product just might be funky enough to replicate the success Polaroid had with their i-Zone sticker camera.
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