Showcases Brand’s Commitment to
ROCHESTER, N.Y.--(BUSINESS WIRE)--Oct. 27, 2009--
Eastman Kodak Company (NYSE: EK) believes “It’s Time to Smile.” This
tagline for Kodak’s new year-long, fully integrated marketing initiative
is at the heart of the brand’s dedication to strengthening and deepening
relationships through sharing images. The campaign began with social
media activities supported by public relations in summer 2009 and will
be capped off with a dedicated advertising push that starts October 31.
Recent research points to the fact that relationships are suffering
across America; people feel lonelier than before. Kodak is responding to
this alarming trend by reminding consumers that “It’s Time to
Smile”—especially during the period of bleak economic news over the last
year. Through its distinct heritage of capturing and sharing important
moments through photography, Kodak is in a unique position to reinforce
its iconic brand attributes while helping consumers improve their
relationships, drawing on the finding that almost all Americans (93%)
agree sharing photos bring people closer to friends and family. The
multi-faceted relationships campaign was developed to reach consumers at
a national and local level through both online and offline engagement,
as well as a television advertising launch, bringing “It’s Time to
Smile” to life by focusing on the relationships and moments that define
our lives. These 15- and 30-second spots will run through the holiday
“The Kodak brand has always been about human connections and capturing
and sharing important moments,” said Leslie Dance, Vice President,
Worldwide Brand Marketing at Kodak. “‘It’s Time to Smile’ represents our
commitment to helping our consumers strengthen their relationships and
make it easier than ever to share moments and memories with family and
Research Exposes Struggles in Connecting with Friends and Family
Recognizing that relationships are struggling, Kodak commissioned the
“Future of Reconnectivity” report to analyze how U.S. and European
populations assess their relationships, and the role that digital
imaging plays in facilitating deeper bonds. Across five countries, the
study found a common desire for people to reconnect with loved ones in
the face of numerous barriers that prohibit individuals from reaching
out to others. The study also found that digital photography and the
sharing of personal images is helping to bridge this divide as
respondents indicated that photos make them feel closer to friends and
family by serving as reminders of past enjoyable moments shared with one
Making the World a Little Brighter
To support its relationship platform and help consumers reconnect, Kodak
identified the existing cultural trend of “BrightSiding” (creating
moments that bring people together and make them smile), as well as
existing “BrightSiders” who were already practicing the trend. In July
2009 Kodak teamed with the “Compliment Guys,” two Purdue University
students who had built a following by sharing free compliments and
generally brightening the days of fellow students. The Compliment Guys
spread the Kodak “It’s Time to Smile” message by bringing smiles and
free compliments to 10 cities along the east coast. The Kodak BrightSide
Tour was supported with a dedicated blog (BrightSideTour.com), as well
as traditional and social media engagement.
Passing the Smiles On
After spreading smiles with the BrightSide Tour, Kodak announced three
new social media applications that are making it easier and more fun to
share smiles and photos:
KODAK Konga Line: This new FACEBOOK application allows users to
create community photo albums surrounding an event or theme. Invite
friends to share their images and watch the Konga line grow.
KODAK Smile Meter: Kodak’s new FACEBOOK application
invites users to send custom smile messages to brighten a friends’
day. The application maintains a running message total—the Smile Meter.
KODAK Smile Maker: A new free iPhone application which lets
users paste unique smiles over their favorite photos, then share with
family and friends.
Spotlight on Relationships
Beginning in the fourth quarter of 2009, television and web advertising
will launch, bringing “It’s Time to Smile” to life by focusing on the
relationships and moments that define our lives. The 15- and 30-second
TV spots will run through the holiday season.
For more information about the Kodak Smile campaign, please visit: www.kodak.com/go/MMR.
As the world's foremost imaging innovator, Kodak helps consumers,
businesses, and creative professionals unleash the power of pictures and
printing to enrich their lives.
To learn more, visit http://www.kodak.com
and follow our blogs and more at http://www.kodak.com/go/followus.
More than 75 million people worldwide manage, share and create photo
gifts online at KODAK Gallery --join today at www.kodakgallery.com.
KODAK and IT’S TIME TO SMILE are trademarks.
Source: Eastman Kodak Company
Lanzillo, +1 585-781-5481
Barbara Pierce, +1
Coard, +1 646-935-4050