Rihanna, Drake, Trey Songz and Pitbull are the faces of Kodak’s new integrated marketing campaign promoting KODAK EASYSHARE Digital Cameras to young, socially connected consumers. The campaign, which launched on October 4th, celebrates what it means to be “SO KODAK” – a moment, an action, or a person that is hot and hip and worth talking about, bragging about and sharing with your entire social network.
Can a brand popularize a change to the vernacular that currently exists among a small audience? We’ll see.
Ful disclosure: My agency Partners + Napier created this campaign, though I was not involved in this particular work.