Polaroid launched a promotion for its new e-commerce site designed to promote sales of its new Digital Photo Printers.
Eisnor Interactive kicked off a national advertising and marketing campaign aimed at consumers both online and off. The Digital Photo Printer will be available on Polaroid’s Web site at www.polaroid.com/car, and via five online merchants including cdw.com, gigabuy.com (Dell Computers), compusanet.com, pcconnection.com and necx.com, as well as selling at 135 Wolf Stores.
Eisnor also launched a national sweepstakes, “Did You Know You Could Print Polaroid Photos From Your PC?” with a chance for consumers to win a free Volkswagen Beetle .
The sweepstakes promo includes radio spots, moving billboards, newspaper ads, and in-store point of purchase displays and an online segment via DoubleClick. “Polaroid has a new digital strategy,” said Arturo Duran, program Manager for Digital Photo Printers at Polaroid. “. . .as the consumer evolves into the e-commerce “regular buyer” we want to be present with them as their preferred brand for ease of use. With this new venture, our goal is to attract e-tailers. By applying our long-standing merchandising knowledge with Eisnor Interactive’s creative Internet knowledge, we hope to dominate the digital market, as we have with the mass merchandising market.”
Polaroid annual sales in 1998 were more than $1.8 billion. Polaroid supplies instant and digital camera and films; digital imagining peripherals, software, media and systems solutions; medical diagnostic imaging media; secure identification systems; graphics imaging systems; sunglasses and polarizers.
Emotion can be very powerful when trying to reach an audience, and it can be boosted by linking it with the way memory affects human behaviour. How can all of this apply to the demanding mobile audience?
With social media reach and engagement rates having dipped so precipitously over the last year or so, paying to play is the only option for most brands now.
Digital (and in our case search and content) data holds the keys to marketing success.
Time is running out to feature your company in our inaugural Mobile Vendor Reader Survey.