Atomic relaunches Polaroid at CES 2010

History

Across several generations, people have embraced Polaroid® as one of the most trusted, well-respected and recognizable names when it comes to instant photography. In recent years, Polaroid has expanded into digital cameras, a line of instant digital products, flat panel televisions, portable DVD players, digital photo frames, digital HD camcorders, waterproof digital cameras and more.

Under new ownership, Polaroid emerged from bankruptcy in mid-2009. After a lengthy review, Atomic PR was hired in Q4 2009 to manage communications, beginning with the re-launch of the iconic Polaroid brand in January 2010 at the Consumer Electronics show. According to Polaroid, Atomic was selected for the agency's fundamental understanding of the Polaroid brand and its desired direction, mix of classical and digital media capabilities and growing track record in bringing aggressive, start-up style energy to sizeable brands.

Strategy & key initiatives

The agency recommended a 5-point strategy for the re-launch:

1.  Positioning and umbrella messages:

• Polaroid is a brand that's made the world smile for more than 50 years
• Polaroid products are fun, simple and very affordable
• In 2010, Polaroid begins the evolution of instant; bringing Polaroid style, fun and instant gratification to the digital experience
• Despite a series of board room issues, the Polaroid brand remains a leader in all its core markets and enjoys the same worldwide recognition and affection as other household names like Nike, McDonald's and Apple

2.  A focus on 3 primary Polaroid stories:

• The rebirth of the Polaroid brand with new ownership, new capital, a new business model and a group of world class partners
• The naming of Lady Gaga as creative director for a new line of Polaroid products
• Announcement of Polaroid's product roadmap for 2010 and beyond

3.  Star power

The agency recommended engaging relevant celebrities to represent the Polaroid story and add additional excitement to both CES and the ongoing communications program afterwards. The agency worked alongside Polaroid and talent and entertainment marketing agency William Morris Endeavor (WME) to come up with a range of potential talent who might make sense. Ultimately, WME and Polaroid were able to come to an agreement with international music superstar, Lady Gaga, who along with her own creative and design team, Haus of Gaga, will design a special line of Polaroid products for which she will serve as creative director. WME and Polaroid were also able to engage the participation of other celebrities including Rohan Marley, Josie Maran and celebrity portrait photographer Maurizio Galimberti, who shoots on and makes unique works on Polaroid instant film.

4.  Pre-launch education: Polaroid then and now.

In order to focus attention on Polaroid's present and future at CES, Atomic felt it was important to reset the context of the company's turbulent recent years by engaging business media prior to CES with a brief history lesson. The retrospective was intended to draw a clear distinction between Polaroid's business/legal complications and its ability to maintain share in key product markets, as well as its position as one of the world's best known and best loved brands, despite a string of board room difficulties. Pre-show communications with media, gadget bloggers and grassroots Polaroid fan sites and blogs were conducted to create separation between past business issues and the brand's future, and to reinforce Polaroid's unique positioning as a fun, simple and reasonably priced brand in order to avoid "apples to oranges" comparisons of Polaroid and its products with high-end camera brands and products also exhibiting at CES.

5.  Showtime: an integrated mix of classical PR, events and social media.

Media strategy included segmenting media and bloggers by story angle and lead time, and engaging in active dialog with a worldwide community of Polaroid artists and fan sites/bloggers. News and image distribution were anchored by a Polaroid@CES microsite providing media, bloggers and any other interested parties with updates, video and media assets covering events as they happened. Event activities included gifting of Polaroid products to influencers, two press conferences, a special, in-booth appearance by Lady Gaga to talk about her involvement with Polaroid and in-booth celebrity photo sessions conducted by Polaroid artist Maurizio Galimberti. A Twitter feed kept followers up to date on new developments, and the entire mix was supported by on the ground Atomic PR staff presence to assist media in engaging with Polaroid spokespeople at the company's booth.

Results

CES show producers noted that Polaroid was among the top 10 news stories coming out of CES. The brand received nearly 800,000,000 impressions across broadcast, print and digital media, with nearly all journalists and bloggers highlighting that Lady Gaga and new "instant" products will mark the next chapter to Polaroid's long history in pop culture.

The vast majority of coverage about the Polaroid brand was positive, often enthusiastic, and largely future looking. Product coverage fared in much the same way. And the worldwide community of Polaroid fan sites and blogs welcomed the range of Polaroid news warmly.

Coverage noted that the partnership with Lady Gaga was one way in which Polaroid will seek to inspire its licensees and consumers alike to help move the brand into the future. As for the new line of digital and classic instant products, consumer and technology reporters caught onto Polaroid's vision of embracing the comeback of iconic Polaroid cameras while pushing new instant digital products to the next generation of fans.

Broadcast coverage spanned national news programs on CNN, NBC, NPR, Bloomberg and FOX; popular national programs such as Access Hollywood, E! News, The Daily 10, The Jay Leno Show, Saturday Night Live and Extra; as well as a number of major local market affiliates across the country. Atomic also secured an exclusive interview between Lady Gaga and CNBC to discuss the partnership at length. The network heavily promoted the interview throughout the day and aired it on its popular programs, Power Lunch and Closing Bell, then distributed it to all of the NBC stations in their network.

The Polaroid story was very popular with print and online media as well, with major stories appearing in Los Angeles Times, Washington Post, Boston Herald, Boston Globe, San Francisco Chronicle, New York Post, USAToday.com, WSJ.com, MiamiHerald.com, Brandweek, Entertainment Weekly, PCMag.com, Nylon, MTV.com, Engadget, TWICE, Huffington Post, BestWeekEver.com, Parade, CNet, CNNMoney.com, People.com, Huliq.com, TMCNet and Macsimum News among others. Interest in the news carried over to international press, reaching a number of European outlets including Observer, Daily Star, Daily Telegraph, Examiner, Financial Times, Mirror and OK! Magazine among others.

The level of media and blogger engagement with the Polaroid re-launch story has continued at a steady pace after the show with requests for leadership interviews and product information on a global scale.