Check out this brilliant marketing idea: to promote its professional sling-style camera backpacks, Kata designed a carnival/arcade-style game called Shootout. It’s live contest that has been held in various store locations and trade shows around the world. Basically, participants engage a virtual cowboy photographer in a duel. Once the timer starts, one must swing their camera bag around, “unholster it”, and snap a photo of the screen. If the time captured in your photo is less than the time achieved by Mr. Cowboy Photog (and faster than other participants), you win a pretty pricey camera bag.
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The Kata ABS-HD is a new kind of bag that starts out the size of a book, and can be inflated to become a carry-on bag for protecting full size camcorders. What’s nifty about this idea is that when not in use, the bag is extremely compact and can be stowed away with your other luggage. The bag is designed specifically for stowing expensive equipment safely in the overhead bins on planes, so the bag doesn’t come with a lot of bells and whistles.

Inflating is done with a built-in tube and takes about a minute, and the bag can be carried using either the handle or an included shoulder strap. Though the price hasn’t been announced yet, the bag should hit the market in the near future.

(via Gizmodo)