Polaroid has launched an advertainment website to warn users about the dangers of “glare”. Through a series of “scientific” (!!) experiments they show how useful polarized sunglasses can prove when you play tennis (for example…). The concept reminds me a lot of the Slap the Mat site we saw a few months ago (the experiments, the unpleasant experience for the girl etc…), but it’s less amusing. On the other side, Polaroid takes a step in the direction of user generated content, launching a challenge to share personal experiences with the sun’s glare in order to win a pair of sunglasses. I know there’s a lot of people out there looking for the 15 mb of fame, but I’m not sure a pair of shades is enough to generate such kind of contributes. The agency behind it is Rubber Republic.
Digital Media Communications (DMC) is today launching Polaroid�s first online buzz marketing campaign, featuring a photo-alphabet full of suggestive and risqu� �love letters� in support of a new Valentine�s Day marketing promotion created by Euro RSCG London. Mark Farris, Polaroid Group Marketing Manager, commented:“Polaroid has a unique attraction for Valentine�s Day and the �love letters� campaign highlights this. The online buzz marketing campaign will be key to driving awareness of the site.”
To see the promotion in action click on www.love-letter.co.uk/Bmine, it’s a sexy idea
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