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Current Events

Canon Disappoints Millions After ‘Countdown’ Dud

By Anthony Thurston on October 7th 2014

Canon made news this weekend around the photography news circuit, as they posted a countdown teaser website. Word spread and speculation arose – this was the moment we had all been waiting for – Canon would finally step up and announce something exciting. This morning that time expired and what was revealed left us all scratching our heads in disappointment.

Screen Shot 2014-10-05 at 4.40.55 PM

Millions were disappointed to see that timer count down to zero, only to see the site unlock some sort of pathetic self promotion website. No new products, no new direction, nothing but a bunch of marketing fluff. A complete and utter disappointment from start to finish.

[REWIND: Canon Teases Us With Cryptic Ad and Countdown Clock]

There was always the chance that this announcement would not be photography related, we knew that. But we all thought something would be announced. Why on earth was a huge ad and a countdown timer needed for a marketing site like that? Yet again, Canon sets expectations high and delivers a mere percentage of that expectation.

canon-fail

If any of you had any hope left for Canon, surely this ridiculous stunt had eliminated the last of it. Canon seems so disconnected from their own customers, what we want, what we need. It’s not about us anymore, it seems. It’s about the $$ or maybe it always has been and now the two just don’t mix like they used to. Either way, Canon lost a lot of respect from this writer today.

How about next time you hype up an announcement, you actually announce something exciting and worth the countdown? Thanks for nothing, Canon.

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What are your thoughts on this marketing stunt by Canon? Do you think that this is being overblown, or is Canon really that disconnected with reality? Leave a comment below!

[via Canon]

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Anthony Thurston is a photographer based in the Salem, Oregon area specializing in Boudoir. He recently started a new project, Fiercely Boudoir to help support the growing boudoir community. Find him over on Instagram. You may also connect with him via Email.

Q&A Discussions

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  1. Daniel Sun

    Come on guys, gotta at least give the web developer some applause. Good demo of HTML5 and Javascript :) Though I don’t like their of way Javascript coding…

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  2. MARTIN MIANO

    canon baaaad boy

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  3. Aaron Gilpin

    Ok it was a bit of a let down, however as already mentioned they didn’t say it was going to be a product of any sort. The only people we have to blame of this disappointment is ourselves we all hyped it up so much that it was always going to disappoint us what ever they announced. As for people saying some one should be sacked over it or that canon shooters will/should switch to nikon Is a joke, calm down and get back to taking pictures.

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  4. Austin Swenson

    I don’t know, something about this whole red cube thingy and all the naysayers thing they had going on made me think that they were going to introduce a whole big line of stuff like mirrorless cameras, new lenses, and all that stuff, but I was totally off base… I guess it’s okay to do what they did, but it spoke to me entirely different than what ended up coming out.

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  5. Tom Marvel

    Anybody care to join me for a New Coke?

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  6. Raoni Franco

    I think I would be really pissed of with Canon, like “some” people, if I had the money to get their best kit AND that not satisfying my needs. Right now I’m pretty happy with my t3i, which I’ve had for 3 years now, and basic lenses. Don’t get too sad about the company that makes your gear, get sad about your lack of motivation and focus. I recently bought a canon point and shoot and I’m having a blast!! This really turned the heat up on the professional side of my photography. Ya know? It’s making me horny for photography once again yeahhh

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    • Dave Lyons

      yet you could buy a bottom of the line nikon (d3300) for around same price as t3i and get higher IQ, DR & color depth than ANY canon.. even 1dx… I am just perplexed why people spend the same amount or more on a canon when when they still have 2007 IQ & DR.. its like you could buy a camry or a ferrari for the same price and yet most people chose the camry … damnedest thing i’ve ever seen… 5dm3 nice camera tho but no way in hell id take it over a d810 or d750

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    • Raoni Franco

      I bought it with 2 months of light use and for half of the full price with kit lens. Less perplexed now?

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    • Dave Lyons

      no not really… you could do the same thing with any camera. hell you can buy a D200 with under 10k actuation for $150-200 that will crush that canon in every way.

      Personally for me even at half price I wouldnt buy a camera thats IQ hasnt changed since reagan was president lol. I would gladly pay a couple hundred extra dollars for a camera with IQ that canon won’t reach until god knows when. Then again I dont chose a camera for its name, I chose it for IQ

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    • Raoni Franco

      man you are so smart!! It’s so beautiful to see you using all that brain power to disdain my decision that wasn’t even in the centre of the discussion. Is it because I said I was happy with my camera? Is that what turned you on?? Glad to put your massive brain power to some use, you’re welcome.

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    • Mark Iuzzolino

      Raoni, I think it’s more that he has a hard-on about Nikon. Too much Nikon Kool-Aid.

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    • Manuel Carrera

      Dave, the Nikon D3300 have video raw ? or tools like a Magic Lantern ?

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  7. Edwin Tai

    Although I don’t agree that this trick will turn a Canon shooter into a Nikon shooter, surely this is a negative publicity technique. As a corporate organization, I wonder how the Canon management allowed this dangerous trick to happen. When we were small, we were told that a kid plays with “the wolf is coming” for a few times but untrue, finally he was killed by the real wolf.

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  8. Paul Tucker

    Dear Canon,

    Thank you for the red cube thingy. My anticipation was very high as the count-down timer reached it’s end, and I can’t even begin to describe the excitement I experienced when the red cube thingy appeared in all of it’s twirly, whirly, red-ish goodness. I knew Canon did more than make cameras, but it wasn’t until I saw that red cube that I realized just how interested I should be in how interested you are in you. Most companies try to market by promoting a service or product – one they deem superior, but not Canon. You’ve taken a bold step towards using superior marketing to market your marketing. It’s like a scene from the movie Inception, minus the amazing soundtrack and acting.

    Sorry Canon, I’ve gotta run – I’d write more, but the red cube thingy just keeps calling me back for more spins of awesome discovery.

    Sincerely,
    Me

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  9. John Welsh

    Sada – and the guy at Canon who APPROVED this debacle of a marketing campaign should join him. Greg silver’s right. Marketing prose is very intentional and they knew exactly what would be inferred by a great many of us who couldn’t care less about what was actually delivered, and breath/eat/sleep what wasn’t.
    Colossal blunder. This’ll be a b-school marketing class case study for sure. And it’ll be a soap opera of sorts to see how Canon deals with the blowback.

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  10. John Welsh

    It’s not the engineers—it’s the decision maker/visionaries at the top that should be moving Canon to higher heights. Maybe Canon and Nikon need to merge. All top execs at Canon broomed. Keep the best glass, ergonomics and color science people from both companies. Get a talented visionary with creative passion to unleash these capable people to create the kinds of products Canon’s capable of conjuring up but hasn’t due to bad leadership… and which Nikon’s capable of but hasn’t been able to due to limited resources. Keeps both brand identities, or forge a new one, but gitterdone! This would create a juggernaut that would give Sony and Panasonic fits, but the competition would be fabulous and we’d all win.
    (Yes, it’s a ridiculous long shot… but I can dream, can’t I?)

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    • Dave Lyons

      how about if Apple buys both Nikon and Sony… think about that a sec…
      They’d have all good sensor people and could totally wipe out most of the competitors who rely on the sony sensors, have the resources to do anything and build a solid and tight integration into ios. Nikon would crush canon right then… right there…

      Then of course m$ would buy canon and turn it further into crap… i bet they’d even have a brown colored model and be called zunera’s lol

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    • Mark Iuzzolino

      Dave, did you read what you wrote? Your thought process is all over the place. If Apple buys both Nikon and Sony, then there would be no more Nikon to crush Canon. Then we would have an iPhone for a camera instead of a DSLR. I’d rather see the competition continue. It usually works itself out with someone striving for the top of the heap. Not everyone can be at the top all at the same time.

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  11. Sada Domonkos

    Some marketing guy just lost a job =D

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  12. Dave Lyons

    well its good to know the non-photo parts of their company are getting the same flack as their cameras… i jumped from this sinking ship in 2007 and their Image Quality is still the same, says it all right there.

    is this not exactly like a m$ stunt??

    i told you all so… just sayin ;)~

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  13. Tony Anastasi

    .. ring ring.. hello Panasonic ? yes hello, I’d like to buy three of those little LX100’s that do 4k for under a $1000 each.. yes black ones thank you.. bye.

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  14. Matthew Saville

    Yup, well said. Marketing departments choose their words very carefully and they’re not stupid, they know what their message is going to imply. They said all that stuff about nay-sayers, and then they produced something that the entire internet couldn’t care less about.

    I hate to bring it up, but this is one of the main reasons I’ve always preferred Nikon. Although they both have their marketing blunders, (I’m not all that proud of Nikon using Ashton Kutcher to sell beginner cameras) …I’ve always felt that Nikon’s engineers were just a LITTLE bit less enslaved to their marketing / sales executives.

    Canon’s engineers, on the other hand, seem to have drowned in a toxic stew of self-praise and profit margins.

    Canon is now out of the top ONE HUNDRED spots when you pull up the dynamic range chart on DXOMark. That’s just depressing. This is about as bad as when Canon delivered full-frame FIVE YEARS before Nikon did. Well, apparently, now it’s Nikon’s turn to be on top of the (DSLR only) heap for a while. It’s been 5-10 years since Canon got anywhere with DR, and they’re barely matching high ISO performance while all Nikons across the board offer far more resolving power thanks to their added megapixels AND an almost entirely AA filter-less sensor lineup.

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    • Dave Lyons

      its like ive said… my 30d from 2007 has basically the same IQ and DR as 70d… come on canonsoft get your crap together

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  15. Hugh Janus

    Honestly, what a bunch of saddos. Switching cameras because you didnt get a scoop. Canon don’t just make cameras, they provide a whole lot of other stuff too. Jim Johnson got it right. There is nothing there that says it is a camera division promo. Is it perfect, no, of course it isn’t. Does it hint at something big? Probably. Did it deliver? Not to members of this forum, but maybe to those it was ACTUALLY targeted at, perhaps it did.

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    • Anthony Thurston

      I specifically say in the article text that we all knew there was a possibility this had nothing to do with photography. But even still, canon managed to come in well below most people’s expectations.

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    • Dario Camacho

      Im with u on this bro. Im still fightin to make my way to pro equipment so Im not even interested on their New stuff so all this hate seems really out of place. Yeah, someone Will get fired I guess but dont get it out of proportion. Will i sell all my stuff just for a bad ad? No, and the People that Will do that, plz contact me! I’ll take it away from u asap

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    • AJ Smith

      Sure, Anthony acknowledged that the announcement may not be from the photography division, but he also said, “If any of you had any hope left for Canon, surely this ridiculous stunt had eliminated the last of it. ” What a ridiculously exaggerated statement. This entire post sounds like a child throwing a tantrum, and it’s all based on assumptions that the author (and other photo sites, to be fair) made about this countdown and announcement. We seem to have an idea of what most announcements will be before they’re made these days–remember how many rumors and speculations we had to endure about the 7D Mark II? Why anyone would expect this Canon announcement to be something huge from their photography department is beyond me. So go on with your dramatic responses, but be careful not to count all of us in on your calculation of how many folks Canon let down this morning.

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  16. Anthony Hall

    Don’t get me wrong I love my canons, but just seems to me Canon are getting further and further away from there client base, I wonder how long before people start thinking about switching camera manufacturers?

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  17. Eric Sharpe

    Uhhh…wow!

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  18. Daniel Thullen

    Whom ever thought this stunt was a good idea needs to be fired. A stunt like this can turn a Canon shooter into a Nikon shooter if it happens again.

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    • Jim Johnson

      Ummm… I know it’s hyperbole, but they never made a promise of any kind to canon shooters. No one even promised this was about their camera division.

      My guess is that this is intended for Canon business partners and investors. It’s still a dud, but if you thought it was speaking to you, that is kind of your doing.

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  19. Adrian Petrica

    There is A CUBE and you can rotate it in any direction. And two faces are empty! Nice! :)))

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  20. Greg Silver

    I’m currently employed as a marketing professional so I know the dangers of this kind of advertising unless you deliver. These kind of publicity stunts that eventually let down customers don’t bode well for any company. Very disappointed!

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    • Jim Johnson

      It just reeks of desperation. As the general response today has shown, it highlights that they don’t really have anything new/groundbreaking/worthy of this kind of promotion in the works. I’m not even a Canon hater, but strictly from a business standpoint, heads should roll over this.

      It doesn’t bode well.

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    • Jim Johnson

      “Yet again, Canon sets expectations high and delivers a mere percentage of that expectation.”

      I believe that percentage is actually 0%. I can’t imagine anyone who was watching that countdown found any use at all from what came afterwards. I was joking with a friend of mine during the rundown that they were going to “bring back fax”. That would have been more useful than what they actually did.

      I had no expectations. I’m not a Canon shooter, and I’m a cynical person, and even I can see what a dud this thing was. It could have been anything from a new copy/scanner to cloud storage to online office software, and their campaign could have been considered hyperbolic, but relevant. This isn’t even that.

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    • Tony Anastasi

      I know right>!!>

      HEY CANON .. yes you canon – if your wondering why everyone is pissed at you now – maybe its cos your smart ass marketing message basically was abusing all canon fans..

      this is NOT how you win your now ex-fans hearts back pals!

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