Eastman Kodak will launch a multi-platform campaign, “So Kodak,” in the first week of October to boost sales of its EasyShare line of digital cameras.
The effort spans e-mail, print, online, social media, radio, consumer promotions and events. The company worked with its advertising agency of record, Partners & Napier, and Brand Positioning Doctors on the creative elements.
It also worked with OgilvyEntertainment to secure talent. “So Kodak” features hip-hop artists Drake, Pitbull and Trey Songz. Digital aspects of the campaign were partly managed in-house, as well as by Partners & Napier.
Kodak partnered with the musical artists to tap into their fan base.
“Cumulatively, the three of them have more than 10 million Facebook fans,” said Steve Hallowell, manager of marketing communications for digital capture and devices at Kodak. “They all have an active website presence and are also very active in all of the different elements of social media.”
The company will conduct e-mail marketing to its US database of customers who have opted in via registration or other activities. This group includes owners of cameras and other products.
The effort will also target members of Kodak Gallery, which is a free online digital photo service.
Hallowell said each of the three artists will talk about the product — and its “share button.” Consumers can use it to share photos via Facebook, Kodak Gallery, YouTube or e-mail.
“Trey Songz has already used our camera in-concert to take a picture and upload it to his Twitter and Facebook pages, so they are really engaged with this whole idea of sharing,” said Hallowell. “That’s why they are such a good fit for the campaign.”
The effort will also include local radio activation in 10 key markets, such as New York, Los Angeles, Chicago, Atlanta, Miami and Dallas.
Kodak is mainly targeting the 18-to-34-year-old demographic, with an emphasis on urban areas.
“I think the emphasis on younger consumers is good for us as we look to energize the brand and bring a kind of new swagger to Kodak,” Hallowell said.
