Samsung recently hosted one of the most unusual promotional events in recent memory. Samsung’s showy #DitchTheDSLR event in New York City on June 4th, 2014, traded in photographers’ old DSLR cameras for a brand-new Samsung NX30 mirrorless camera kit complete with 18-55mm f/3.5-5.6 OIS lens, free of charge. That was quite an offer, as the kit in question carries a list price of around $1,000 (US), and even street prices are on the order of $850+ (US).

Samsung’s #DITCHtheDSLR event appears to have largely been a success with young and old camera enthusiasts lining up and then discarding their DSLRs into the “Ditch Bin.” Those of you who have had an opportunity to use Samsung’s mirrorless cameras know that they are reportedly more than a match for DSLRs, but consumers seemed to remain cautious to adopt the Samsung camera brand. The #DITCHtheDSLR event gave many a reason to finally get rid of their large and cumbersome traditional-mirrored DSLRs and switch to a top-of-the-line mirrorless interchangeable lens camera.

The first consumers to #DITCHtheDSLR lined up at 10am on June 3 – a full 24 hours before the event began! During the large-scale Times Square activation, which took over the 42nd/43rd Street promenade, consumers enjoyed an interactive experience showcasing the NX camera line and the benefits of a mirrorless system.

Consumers were able to capture vivid, high-quality images with the NX300 as slot cars raced around a track, recreate the celebrity-studded most re-tweeted image of all time with Samsung’s NX Mini and take in stunning images of the Times Square vista atop the Skydeck. Adding further personalization to the event, consumers could see themselves on the Times Square billboard, with real-time imagery cycling through one of Manhattan’s busiest thoroughfares. Great PR Samsung!