Canon Tell Your Story UGC Site

From today's Media in Canada, Canon debuts a user generated media site called Tell Your Story. The site looks slick and simple to navigate and I love the general idea of photo sharing and exhibiting and who better to pull it off than a camera company. Nice script interface provides a grassroots touch. I also like the collage requirement of posting 12 pictures to tell a story. If a picture says a 1,000 words than 12 pictures must tell 12,000 words.

It's not that there is anything wrong with the site BUT it just left me feeling like they are missing out on so many forms of customer engagement and comes across as more promotion/contest than something interesting from a social media perspective.

What would have helped?
- why hide all the content in this flash-ified film strip of visuals, not very searchable and from an inspiration and voting process, not very captivating or egalitarian
- where's the roster of fame of both judges who use Canon cameras and submitters who distinguish themselves? and how they used their camera to get great pics?---a missed opportunity for brand fame and helping amateur photo hobbyists
- what about the extrinsic and intrinsic awards - sure there is an explicit reward of getting a Canon camera and printer, while appreciated, is likely not a powerful motivator for involvement - how can these people get fame, influence, certification and a broader canvas to express themselves which is what they likely really want?
- by dismissively suggesting the work may be come part of an ad campaign (where are the specifics - what journals/forums and when), many will interpret this as a fat chance sweepstakes with little understanding of the odds or what's at stake and thus, no participation
- what about offline touchpoints - wouldn't it be great if Canon in each city created the Citizen's Gallery and either rented space in an existing gallery or created their own pop up retail - a missed relative low cost, grassroots activation opportunity
- I'm not too sure its in their plans - but given the qualification process, this UGC site represents an enormous opportunity to create a formalized brand ambassador program of some of the more talented photographers in Canada- hopefully the next extension is that these participants have the option of joining a Canon Insider's Club and increase commitment, affinity and advocacy for the brand
- what about a monthly cause-directed Tell Your Story - raising awareness of causes like the environment, individual cultures, technological excellence and kids (Easter Seals) as espoused on their website but so difficult to bring to life, excepting grassroots user generated initiatives like these
- photobloggers represent such a powerful audience to be a source of referral and testimonial and yet based on press release , there seems to be a traditional  "go it alone" aspect to Canon's foray into UGC

The summary, Canon is leading the market in doing this type of work, simple and smart additions and changes would build so much more traction than what it may become - the satellite promotion of the quarter.