New Campaign Idea For Kodak

Capture your memories this summer

Bobbie Atkinson March 2016

Kodak is a well known American technology company which focuses on imaging products, and was founded in 1888. The company has had many marketing campaigns in the past such as the 2009 year long "It's Time To Smile" campaign which included Kodak Konga Line, Kodak Smile Meter and the Kodak Smile Maker ( Kodak, 2009). The campaign gave consumers the opportunities to create community photo albums and share them with their friends and family, to send smile messages to cheer up a friend where the smiles will be added up using a smile meter and also to add smiles to their favourite photos using an Iphone application which can then be shared to family and friends (Kodak, 2009).

As much as this campaign was a fantastic idea there are different ways of having a marketing campaign that can also

benefit the company whilst the campaign is being made. Marketing campaigns can be very expensive especially when they are held over a long period of time. A new idea the author of this blog has come up with is a marketing campaign called "Capture your memories this summer". This campaign involves the consumers throughout which will result in

Kodak having a full television advertisement made for them by their customers. This way the public are getting involved and feel a part of something, whilst the company are spending less money than they usually would on an advertisement. A positive of this is that a marketing campaign and an advertisement can be accomplished in one.

This campaign will consist of an online competition where viewers will be asked to send in photos of them enjoying the summer holidays with their family and friends, making memories they want to capture. Chosen images will then be made into a television advertisement showing viewers how Kodak can help them capture the most precious memories from their summer. To ensure consumers want to be involved any person who's picture is chosen to be on the advertisement will receive a free Kodak camera so they can keep capturing those fantastic memories. The slogan for this campaign would be "Don't miss out on re living those special summer memories".

Culture is extremely important when coming up with a marketing campaign as certain products and marketing techniques can appeal to some cultures but not all. A culture is a societies personalty, as this marketing campaign is going to be worldwide it will reach all different cultures therefore it is more difficult to ensure no one will be offended or uninterested. Many factors can affect cultural changes and behaviours, one factor that

has definitely changed human culture is technology. Technology has influenced culture in the past just as much as culture has encouraged advances in technology, it is a very complex relationship which involves a vast amount of influences (Burley, 2010). Social media and sharing memories online to family, friends and even strangers is extremely popular worldwide. Most people are either on Instagram, Facebook, Twitter, Tumblr or another of the many social media sites. Taking pictures and sharing them online has become the new trend worldwide and this is why the new campaign for Kodak would be so successful. People take pictures and share them online everyday, so who wouldn't want to do that and have the chance of being on television as well as winning a new camera. Celebrity culture also influences consumer decisions, therefore having the chance to be on television and have a famous moment will definitely ensure people will want to be involved.

This also relates to how people want to be seen by others which can be classed as consumers ideal self which is part of the self concept theory. On social media everyone wants to be seen by others as happy, successful and living a great life. this new campaign will give people the opportunities to smile, be happy and show off to the world how great their summer is.



This new marketing campaign idea has been given a five star rating for the pure fact that similar things like this have been done in the past such as Coca Cola's share a coke campaign. They have always been extremely successful as consumers love to get involved. Also as this campaign can relate to many different cultures and benefits Kodak so greatly it deserves a five star rating.

Reference list

Burley, A. (2010, November 20). Technology and Culture: A Circle of Influence [Web log post]. Retrieved from https://nuglobalstudies.wordpress.com/global-studies/gls_499-2/.

Kodak. (2009, October 28). Kodak Launches New Integrated Marketing Campaign: It’s Time To Smile [Web log post]. Retrieved from http://designtaxi.com/news/29262/Kodak-Launches-New-Integrated-Marketing-Campaign-It-s-Time-To-Smile/.
All Images below to the author of this blog and have been used as examples of what photos would be included in the advertisement. 

Aston Martin's Fake Advertisement

You know you're not the first but do you really care?

Bobbie Atkinson October 2015 Aston Martin the luxury British sports car manufacturer has released a new ad for pre owned vehicles. Or so everyone thought, recently an advertisement of what people believed was by Aston Martin has gone viral over Facebook and Twitter. It is of a provocatively dressed woman kneeling on a kitchen work top only showing her from behind, with the slogan " you know you're not the first but do you really care? This is a piece of traditional marketing however various experiential marketing techniques have been used to attract their target audience.

As it is a sports car brand, the vehicles sold are not cheap with most cars being priced at over £100,000. Most men dream of owning a sports car since they are in there teens, therefore the company targets a more mature male audience. When thinking about the audiences schema, the beliefs of middle aged men are quite obvious. Anything associated with cars and attractive young women is going to grab the attention of any male buyer. 
Despite this piece of advertisement being a fake, it still managed to go viral and catch the attention of many men across the internet. This has been proven as on the Aston Martin's website discussing the false ad one male customer commented "Aston Martin is a car for guys…..that ad !…is for guys..come on Aston Martin lagonda… lighten up..Its the best Advert you've had for years". This shows that whoever made the ad knew exactly how to use experiential marketing even if they did not know it themselves and maybe just did it for a joke. As well as having a fantastic understanding of the consumer's schema and ensuring how they interpret the ad relates to their beliefs, sensory marketing focusing on vision was also used. The image displayed of the young woman is going to catch anyone attention male or female. Also the slogan used is associating relationships a lot of men have with women to the next car they might purchase. Of course most men would want their first sports car to be brand new, however this is showing them not everything has to be untouched for it to be a good experience.

This rating has been chosen as the ad caught a lot of attention and was used very well, however as it was fake it did not contribute positively to the company.