The camera manufacturer is using a door-drop to 500,000 homes, which highlights the benefits of digital cameras and offers recipients the chance to win a prize associated with the promotion's theme, the "Coolpix Adventure".
The leaflet contains a CompactFlash Card, which recipients are encouraged to take to a camera store and insert into a Coolpix camera to see if they are the winner of one of the adventure prizes on offer, including "hotair ballooning over Ayres Rock", "discovering the Rockies in a Winnebago" or "learning to fly".
Nikon product manager Alistair Robins said the campaign had been devised in response to research that flagged up the need among consumers to be educated about the benefits of digital cameras.
"The initiative developed by SMP embraces these needs and will not only increase the awareness of our digital cameras, but it will increase our sales," he said.
The sales assistant that deals with the winning customer will also be treated to the same prize, to encourage staff to participate in the giveaway.
The promotion is being supported in store by point-of-sale material, interactive content on the Nikon website and local press advertising.
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