Digital Trailblazing – Kodak Pops Up in Unexpected Places

Kodak with Ketchum

Overview

In 2005, Kodak launched a category breakthrough: the Kodak EasyShare-One (ESO) wireless digital camera. Together, Kodak, Ketchum and Concentric brought the Kodak transformation to life for all to experience by creating pop-up Kodak One Galleries in New York City and San Francisco during November 2005. Through a series of private events, daily seminars, media briefings and walk-in traffic, visitors experienced the ESO technology and learned about Kodak’s innovations. In 2005, for the second year in a row, Kodak claimed the number one slot in the U.S. digital camera market.

Objectives

Kodak was considered a me-too player in the crowded digital camera space. Additionally, the photography industry and business community expressed great skepticism towards Kodak’s digital endeavors. Ketchum was charged with creating opportunities for 6,000 consumers and influencers to experience Kodak digital products, including the new EasyShare-One, and generating awareness that Kodak is a leading digital player.

Tactics

Ketchum developed pop-up galleries as a way for consumers to personally experience the innovation of Kodak. In November 2005, pop-up booths were put up in New York and San Francisco. To officially open the Galleries, the team orchestrated individual launch parties the evening prior with “invitation only” attendance for upwards of 200 professional and up-and-coming photographers from the local area so that they may experience the newest Kodak products and help build buzz. Additionally, the team employed direct mail, wild postings, and street marketing to drive visitors to the Gallery. A Gallery photo blog was created to highlight the daily happenings and podcasts of the workshops extended the Gallery’s reach.

Throughout the month during evening hours, the team opened the doors of the One Galleries to a host of media outlets and third-party organizations, making the Galleries a sought-after destination. The team coordinated personalized one-on-one meetings for key media at the Galleries to highlight Kodak’s brand transformation and emphasize ESO as a leader in the future of digital photography. Thousands of names and mailing addresses for Kodak’s customer relationship marketing group were collected through in-Gallery interviews and the opportunity to win Kodak product.

Results

For 2005, Kodak captured the number one slot in the U.S. digital camera market for a second straight year, extending its lead over rivals Canon and Sony. Kodak captured the largest worldwide share of voice in 2005 with 25%. There were more than 13,000 visitors, including a significant representation from the “Leading Edge” consumer audience to the Galleries, 1,056 site visits to the NYC One Gallery photo blog, 1,779 site visits to the San Francisco One Gallery photo blog, and 12,500 visitors to the virtual One Gallery pages on Kodak.com during November. A total of 20 trend-setting evening events attracted a diverse group of more than 3,000 lifestyle tastemakers to the One Galleries.

The perception of Kodak as a leading digital player is reflected in results from surveys conducted at the One Galleries: over 80% of those surveyed felt that Kodak is bringing years of picture expertise into today’s digital world and nearly 70% of those surveyed agreed that Kodak offers high-tech, yet user-friendly digital photography products. More than 25,000 brochures with information about the Galleries, ESO and other Kodak products were distributed in just 27 days, helping instill messaging. Over 165 media attended gallery events and over 40 media briefings regarding Kodak’s brand transformation with leading outlets were held. There were 56 high-level placements for the One Galleries highlighting Kodak’s brand transition. Furthermore, PRWeek named ESO as one of 2005′s top product launches you couldn’t miss.