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Posts Tagged ‘Polaroid’

Adventures in Marketing: Polaroid Will Make an ‘Instagram Camera’

As if Instagram weren’t easy enough already, last week we learned that the Socialmatic, aka the “Instagram Camera”, is really going to happen thanks to a deal between an Italian inventor and the folks responsible for the Polaroid name. We find the concept behind this product amusing, but it also represents the latest step in an interesting rebranding experiment.

The old-school camera company went bankrupt more than a decade ago, and the folks who bought the name quickly began making money by licensing it to other brands. PLR IP Holdings, LLC nows owns the rights to all things “Polaroid”. A licensee agreement with Fotobar LLC tied the brand even more closely to the smartphone craze with a planned series of “FotoBar” locations aping the Apple Genius Bar retail model.

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Justin Timberlake Joins the Dumb ‘Creative Director’ Hiring Boom

Here is a public relations tip for brands that hire celebrities as “creative directors”:

The American public is just beginning to shake the awfulness of a recession that landed many talented and ambitious souls in the unemployment line; millions still yearn for jobs worthy of their hard work and skills.

So when your company decides to invent a job and then fill it with someone who doesn’t even need a job, you’re telling the public “We don’t understand you at all.”

We were surprised when Justin Timberlake accepted a role as Bud Light’s creative director to help the brand “… define Bud Light Platinum’s identity in the lifestyle space.” We like Mr. Timberlake. Though a huge celebrity, he seems like the kind of guy who would help you clean up after a party and crash on your couch.

He’s a regular on Saturday Night Live; he clearly has a sense of humor and a healthy sense of self-awareness. But now he joins the ranks of “people with ridiculous amounts of money who apparently need more money” that includes Alicia Keys (creative director for BlackBerry), Lady Gaga (creative director for Polaroid), and (creative director for Intel).

What’s going on? What happened to brands hiring celebrities to appear in commercials and then calling it a day?

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Polaroid Wants to Help You Print Your Smartphone Pics

Polaroid FotoBarHere’s a crazy statistic: people around the world downloaded 328 million apps on Christmas Day 2012. It would seem that owning a tablet or smartphone is nearly as important as breathing when it comes to being an active member of the human race in 2013.

Of course, this newly equipped public presents brands with a one-time opportunity to get with the program and increase their reach—especially if they’re considered last year’s news. Today brings reports of a re-branding at Polaroid, the one-time king of all things photography, which plans to follow the Apple Genius Bar” model by opening a series of “experiential” “FotoBar” retail locations specifically targeted to those millions of Americans whose smartphone drives are filled with digital snapshots just itching to become real-life photographs.

Polaroid is no longer the brand it once was—after moving through multiple bankruptcies, the company looks like a relic. But the photo market is huge, and there’s lots of money to be made within it. Fotobar’s CEO estimates that the public takes nearly 1.5 billion pictures every day, and he’s betting that more than a few of those amateur image-makers want to turn their camera rolls into physical objects fit to be framed and displayed on desks, walls, bedside tables, etc. The world’s first Fotobar will open in Florida in February.

PR pros: Would you stop by an old-school brick, mortar and fiberglass retail location to print out your smartphone pics? Will this move help make Polaroid relevant again?

Lady Gaga Shares the PR Love

The Gaga PR machine rolls on. Literally. The woman zip-lined her way onto the stage this morning on Good Morning America. GMA wisely promoted a hashtag for the visit, #BornThisGMA, which is trending.

According to ABC News, Gaga’s new album “Born This Way” is expected to sell 800,000 copies in the first week and she has four songs on the Top 40 charts.

Billboard is actually predicting sales of one million copies this week, thanks in part to Amazon, which is re-jump-starting its promo, selling the album for 99 cents and giving customers free 20 GBs of cloud music storage with the purchase.

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