Showcases Brand`s Commitment to Strengthening Relationships
ROCHESTER, N.Y.--(Business Wire)--
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.
For more information about the Kodak Smile campaign, please visit:
www.kodak.com/go/MMR.
About Kodak
As the world's foremost imaging innovator, Kodak helps consumers, businesses,
and creative professionals unleash the power of pictures and printing to enrich
their lives.
To learn more, visit http://www.kodak.com and follow our blogs and more at
http://www.kodak.com/go/followus.
More than 75 million people worldwide manage, share and create photo gifts
online at KODAK Gallery --join today at www.kodakgallery.com.
KODAK and IT`S TIME TO SMILE are trademarks.
2009
Financial Media:
Kodak
David Lanzillo, +1 585-781-5481
David.Lanzillo@kodak.com
or
Consumer Trade Media:
Kodak
Barbara Pierce, +1 585-724-5036
Barbara.Pierce@kodak.com
or
Ketchum
Davina Coard, +1 646-935-4050
Davina.Coard@ketchum.com
Copyright Business Wire 2009
