To complement the summer concert season, Nikon announces the launch of «NikonLIVE» as part of its sponsorship of the Nikon at Jones Beach Theater with Live Nation. The site will provide music fans with great content, including tips about shooting concerts and images by professional photographers while integrating music, photography and social media enabling fans and artists to share personal concert experiences.

Canon EOS in collaboration with Leo Burnett Sydney launched a campaign for the DSLR camera, targeting the very wide range of skill levels in the photography community. The innovative project created a photochain that allowed consumers to continue and build with links of their own. Print advertising, television commercials, and online media were used to direct people to a website to participate. Viewers at the site could also start their own chains, comment on others, and invite friends and family to get into the movement as well.