Feb 18 2010
Atomic Public Relations has been appointed to assist in the re-introduction of the iconic Polaroid brand. Atomic’s Los Angeles and New York teams are working with PLR IP Holdings, the owner of the Polaroid brand, on the brand's overall media strategy including social media, video and search activities.
To kick off the effort, Atomic managed Polaroid’s media relations and social media efforts at Consumer Electronics Show (CES) 2010, at the Las Vegas Convention Center. Working together with William Morris Endeavor Entertainment, Atomic kicked off the new campaign on January 5th with the pre-CES announcement that Lady Gaga has joined Polaroid as its new creative director for a specialty line of Polaroid products to be debuted later in the year. The campaign generated more than 750 million media impressions along with volumes of positive media and blog dialog about the Polaroid brand, its strategic direction and its new product lineup.
“Atomic’s fundamental understanding of the Polaroid brand, track record in bringing aggressive start-up style energy to sizeable brands, and strategic fusion of traditional media, social media, video and SEO are a great fit for Polaroid and our partners,” said Jon Pollock, chief marketing officer and chief operating officer at Polaroid. “We’re off to a great start together.”
“The Polaroid team is great to work with, and it’s fantastic to be able to apply all of Atomic’s traditional and digital capabilities, as well as our background in technology, consumer and entertainment markets to create new relevancy for such an iconic brand. It’s tremendously exciting for all of us at Atomic to have a hand in creating the next chapter in the brand’s future,” said Rachel Rogers, VP and managing director, Atomic Public Relations, Los Angeles.
Atomic’s approach mixes classical PR and media relations with social media, video and search engine optimization, enhanced with the sophisticated use of communications analytics for strategy building, creative planning and detailed program measurement. Atomic has powered numerous breakthrough campaigns for progressive technology, Web 2.0, consumer and entertainment brands from high profile startups like Mint.com, Bebo, and Smule, to growing mid-stage companies such as Ingres, LinkedIn, and RealtyTrac, as well as publicly traded companies including IMAX, Hotwire, and Verizon. Many Atomic clients achieve 100% or greater improvements across numerous measures of PR program performance compared to pre-Atomic baselines.