By Liza Horan

New York—An injury to her right shoulder kept Maria Sharapova out of the Olympic Games and the U.S. Open, but it didn't keep her from making an appearance on behalf of Canon Powershot cameras at South Street Seaport days before the Open.

Fans seemed thrilled to see her at all—whether in person at the Seaport or overlooking traffic from a billboard on the Long Island Expressway or on the subway.

Sharapova's likeness—always twinned with a PowerShot SD1100 IS Digital ELPH camera—was part of the U.S. Open experience in New York because of her association with Canon, which is a tournament sponsor.

The company ran "Canon Center Court" in a 50-foot dome to allow fans to experience "The Joy of Photography," and get an idea of what it's like to be Sharapova—whether she's shooting her dog, Dolce, or being followed by photographers. On Wednesday and Thursday, people could "pose, play, share, learn, and win using the latest Canon products" at different stations, at times being photographed by mock paparazzi or posing with Maria look-alikes. A sweepstakes for a PowerShot SD1100 IS Digital ELPH camera encrusted with 88 diamonds, on display in the dome and estimated to be worth $12,000, is under way (enter here).

Canon's successful foray into tennis started three years ago with Sharapova's endorsement deal for the PowerShot line, according to Michelle Fernandez, Canon's senior manager for camera marketing.

"Canon was a rising brand, and Maria was a rising star. We thought both would rise to No. 1 together—and they did," Fernandez says. Since the two hooked up, Sharapova added nine tournament titles to her collection, including the U.S. Open and Australian Open singles titles, and the PowerShot Digital ELPH became the sales leader in the digital point-and-shoot category.

"Tennis is an international sport and it reaches the passions of all people—different ages, different sexes," says Ferndandez of the move to tennis as a marketing platform for the brand. "The reason Maria was chosen is because she really holds that substance and style aspect, and she is approachable. She is authentic and real, and exudes the same characteristics as the Canon PowerShot brand.

This year's marketing campaign around U.S. Open includes tournament sponsorship, the "Canon Center Court" live event at the South Street Seaport (which featured an appearance by Sharapova), and advertising. The PowerShot SD1100 IS Digital ELPH, priced at $249.99, comes in five colors. A person's color choice may provide some insight into his or her personality.

"By Maria asking, What color are you?, the camera engages consumers, makes it relevant and personalizes the experience," Fernandez says.

Advertising includes out-of-home through a billboard on the Long Island Expressway, ads on the 7 train to Flushing Meadows, and a presence at the U.S. Open; online and TV advertising; and a special one-page promotion in local publications like Time Out New York, The Village Voice and New York magazine.

The microsite (click here) is an excellent example of "the medium is the message," in Marshall McLuhan's famous phrase. As one guides through the site, the page background morphs through the different camera body colors. That should help visitors decide which color suits them; another application of engaging the consumer.

In the end, Fernandez says, the glitz and glamour of Sharapova, the diamond-encrusted cameras, and the color-coded camera bodies simply support the value of the PowerShot line: "It is all about the product: superior optics, innovative technology and image quality. The same can be said for Maria—her power, her drive, her performance."