Spring 2007 saw Marketing Zone placing client Polaroid Eyewear into the online arena with an integrated marketing and PR campaign to support the launch new sunglasses shopping site.
Here’s how Polaroid approached the hard-to-reach, fashion-led under-25 target market.
Spoof video – making your virus contagious
A Polaroid viral campaign video was seeded on to YouTube, Pop Bitch and other social networking sites.
It’s a two minute spoof science video designed to create awareness and drive traffic to the client website - polaroidsunglasses.co.uk
Created as part of an integrated online and offline campaign, the short sequence features tennis-playing ‘twins’ attempting to bat away a series of everyday flying objects, like jelly, kittens and cake. Of course.
You can see the video on the client site under ‘Fun Stuff’.
Using humour to engage consumers
The serious communications objective underlying the wry humour is to show the effectiveness of Polaroid polarized sunglasses in reducing bright glare.
The video had to communicate Polaroid’s unique eye health message with humour and glamour to appeal to the hard-to-reach, fashion-led under 25s.
The video had to communicate Polaroid’s unique eye health message with humour and glamour to appeal to the hard-to-reach, fashion-led under 25s.The video was ‘seeded’ on selected sites where it was viewed 25,000 times within the first 11 days.
Extending the value with a sticky website
At the end of the viral video viewers were invited to click through to the Polaroid website to win a free pair of sunglasses.
Giving viewers of your viral a freebie or prize is a good way to hook them in and drive traffic to your own site. Once they visit your site, make it ‘sticky’ i.e. encourage users to bookmark and return.
Giving viewers of your viral a freebie or prize is a good way to hook them in and drive traffic to your own site. Once they
Polaroid are promising to give away a free pair of sunglasses every month to every registering visitor. polaroidsunglasses.co.uk
Mixing it up
Marketing Zone supported Polaroid’s online presence with a fully integrated online and offline PR and advertising campaign which included national radio and press, remembering that people don’t exist in just one dimension of the media.
Mark Ganellin of Marketing Zone says, “Though their offline and online behaviour profiles may be different, members of virtual communities are simultaneously consumers of other media.
“The video was great fun to make; after all how many jobs allow you to throw toy kittens and cake at tennis-playing twins?!”
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