Oct 28 2009
Showcases Brand’s Commitment to Strengthening Relationships
Eastman Kodak Company (NYSE: EK) believes “It’s Time to Smile.” This tagline for Kodak’s new year-long, fully integrated marketing initiative is at the heart of the brand’s dedication to strengthening and deepening relationships through sharing images. The campaign began with social media activities supported by public relations in summer 2009 and will be capped off with a dedicated advertising push that starts October 31.
Recent research points to the fact that relationships are suffering across America; people feel lonelier than before. Kodak is responding to this alarming trend by reminding consumers that “It’s Time to Smile”—especially during the period of bleak economic news over the last year. Through its distinct heritage of capturing and sharing important moments through photography, Kodak is in a unique position to reinforce its iconic brand attributes while helping consumers improve their relationships, drawing on the finding that almost all Americans (93%) agree sharing photos bring people closer to friends and family. The multi-faceted relationships campaign was developed to reach consumers at a national and local level through both online and offline engagement, as well as a television advertising launch, bringing “It’s Time to Smile” to life by focusing on the relationships and moments that define our lives. These 15- and 30-second spots will run through the holiday season.
“The Kodak brand has always been about human connections and capturing and sharing important moments,” said Leslie Dance, Vice President, Worldwide Brand Marketing at Kodak. “‘It’s Time to Smile’ represents our commitment to helping our consumers strengthen their relationships and make it easier than ever to share moments and memories with family and friends.”
Research Exposes Struggles in Connecting with Friends and Family
Recognizing that relationships are struggling, Kodak commissioned the “Future of Reconnectivity” report to analyze how U.S. and European populations assess their relationships, and the role that digital imaging plays in facilitating deeper bonds. Across five countries, the study found a common desire for people to reconnect with loved ones in the face of numerous barriers that prohibit individuals from reaching out to others. The study also found that digital photography and the sharing of personal images is helping to bridge this divide as respondents indicated that photos make them feel closer to friends and family by serving as reminders of past enjoyable moments shared with one another.
Making the World a Little Brighter
To support its relationship platform and help consumers reconnect, Kodak identified the existing cultural trend of “BrightSiding” (creating moments that bring people together and make them smile), as well as existing “BrightSiders” who were already practicing the trend. In July 2009 Kodak teamed with the “Compliment Guys,” two Purdue University students who had built a following by sharing free compliments and generally brightening the days of fellow students. The Compliment Guys spread the Kodak “It’s Time to Smile” message by bringing smiles and free compliments to 10 cities along the east coast. The Kodak BrightSide Tour was supported with a dedicated blog (BrightSideTour.com), as well as traditional and social media engagement.
Passing the Smiles On
After spreading smiles with the BrightSide Tour, Kodak announced three new social media applications that are making it easier and more fun to share smiles and photos:
- KODAK Konga Line: This new FACEBOOK application allows users to create community photo albums surrounding an event or theme. Invite friends to share their images and watch the Konga line grow.
- KODAK Smile Meter: Kodak’s new FACEBOOK application invites users to send custom smile messages to brighten a friends’ day. The application maintains a running message total—the Smile Meter.
- KODAK Smile Maker: A new free iPhone application which lets users paste unique smiles over their favorite photos, then share with family and friends.
Spotlight on Relationships
Beginning in the fourth quarter of 2009, television and web advertising will launch, bringing “It’s Time to Smile” to life by focusing on the relationships and moments that define our lives. The 15- and 30-second TV spots will run through the holiday season.