Rather than a silent auction, Canon's 'Sight Unseen' was a blind auction. The photography auction, which was held by Canon Australia, had bidders place bids on blank frames with only an educated guess at the photograph that might eventually grace it.
Sight Unseen was part of a campaign to show off Canon's professional photo printer, the Prograf Pro-1000. During Sight Unseen, the photographer who had taken the 10 pictures up for auction described their pieces, and bidders had to take a risk based on that description. Once the winning bid was established, Canon Australia would use a Prograf Pro-1000 on site to print the photograph into the blank frame, showing how the technology can turn blank paper into a work of art in the blink of an eye.
Canon's 'Sight Unseen' Auction Took Bids for Blank Frames
1. Blind Auctions - The concept of bidding on unknown items could be extended to other product categories, such as fashion and luxury goods.
2. On-site Printing - The ability to print high-quality photos on site opens up opportunities for event photographers and experiential marketing companies.
3. Artificial Scarcity - Creating limited edition prints with blank frames could increase the perceived value and appeal to collectors and art enthusiasts.
1. Photography - Professional photo printers can leverage the trend of on-site printing at events and offer a unique, personalized experience for customers.
2. Auctions - Applying the concept of blind auctions to other industries, such as real estate or high-end collectibles, could create a sense of exclusivity and drive up demand and prices.
3. Marketing - Using artificial scarcity in marketing campaigns, such as limited edition merchandise or events, could create buzz and excitement among consumers.