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CELEBRITY ENDORSEMENTSA Lesson from Lady Gaga Callie Pak
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The Polaroid
• In the growing digitalworld, Polaroid facedthe problem of servinga very small niche market.
• Decreasing interest fortraditional instant-film cameras
• Increasing capture and save digital cameras• Polaroid photography was slowly becoming extinct• Thus, Polaroid started to cease production of their
instant films for Polaroid cameras
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Polaroid appoints Lady Gaga
• In 2010, Polaroid executives appointed Lady Gaga to be their Creative Director
• Not only does Lady Gagahave talent, she’s an astute business woman.
• Allowed for maximum benefits of explicit endorsements without costliness of a regular sponsorship deal
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In January 2010,Lady Gaga featured the Polaroid camera in her Telephone music video
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It’s definitely common for products to be featured in TV programs, movies, and web videos. But in today’s largely digital marketplace, product placement in music videos can also mean big business: The video broke all VEVO single-day traffic records and generated close to 4 million view on YouTube in less than 24 hours
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Polaroid & Lady Gaga Launches a New Line at
2011 International Consumer Electronics
Show
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Polaroid Grey Label Line
GL 10 GL20 GL30
A Collaboration Between Two of the Most Influential Icons of Our Time, Polaroid Grey Label Comes to Life With Three New Products That Showcase the Magic of the Polaroid Instant Experience
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The Power of GagaThe Power of Gaga
The Most Followed Person on Twitter9 Million Followers on Twitter
2nd Most Watched on YouTube
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The Power of GagaThe Power of Gaga
• Time’s 100 Most Influential People in the World
• Forbes List of 100 Most Powerful & Influential Celebrities
• Forbes World’s 100 Most Powerful Women
• Artist of the Year in 2010
• Top Selling Artist of 2010
• 15 Million Albums Sold Worldwide
• 51 Million Singles Sold Worldwide
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The Partnership
• Demonstrated the potential that sponsorships such as celebrity endorsements can bring to a company
• Proved to be an effective one for Polaroid as they lacked innovation in its traditional instant-film cameras
• Created an opportunity for :– consumers to sample the brand– Become informed about the product / brand– Build awareness for Polaroid & products– Earned Media (Public Relations)– New customers
The Partnership
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Fans were given the chance to take photos in front of Virgin Mobile’s Photo Booths. They received Polaroid Instant-Film Photos as a souvenir. This helped to showcase Polaroid’s GL10, GL20, and GL30.
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Fans could go on Virgin Mobile’s Website to see their photos.
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Thank You!
Callie Pak
www.twitter.com/calliepak