Kodak’s global social strategy moment

Kodak, the venerable film giant, is on the social media bandwagon.

The venerable film company recently launched a campaign designed to reinvigorate its brand.  They are truly redefining the archetypal “Kodak moment,” a phrase first used in 1961 that was meant to represent a special slice of life worth capturing on Kodak film.

The company is getting rid of the old and ushering in the new with a bent towards social media.

The new campaign’s theme:  ”The real Kodak moment happens when you share.”

Share.  A word we hear a lot of these days. 

Jeffrey W.  Hayzlett, chief marketing officer for Kodak, told the New York Times that he wants to focus on “emotional technology” and demonstrate how Kodak wants to “come back to the core of who we are.”  The real problem, and challenge, for Kodak is that they are a brand weighted down by its image;  the legacy of traditional film.

As I researched even further, I found that by utilizing social media marketing Kodak has been quite successful in its efforts.  This was backed up by a survey conducted by research company Brand Keys which showed that Kodak had increased its digital awareness; Kodak tied Canon for first place in the digital-imaging category.

The new campaign, featuring TV spots, a YouTube channel and a branded microsite at kodakmoment.com, capitalizes on that brand awareness and allows consumers to share Kodak images with friends and family..  As consumers use this service, Kodak can pitch its digital cameras, digital picture frames, and video cameras.  The company will use video images on its sign in New York’s Times Square, as well as a full range of media to support the campaign: print ads, television commercials, online ads, social media and a promotional placement of a “Kodak moment” in an episode of NBC’s Celebrity Apprentice.

Kodak is employing what I like to call a “global social strategy”.  They are branding, providing a service to consumers and acquiring new customers all at once.

I am very curious to see what Kodak will develop for their next strategic social media move.