Polaroid + Lady Gaga
I was part of the team at Atomic PR that relaunched Polaroid at CES 2010 (which included bringing on superstar Lady Gaga as Polaroid’s creative director), helping to manage social media outreach to online influencers, as well as create various assets including videos, an online asset repository for media, and print collateral for events surrounding CES and the relaunch.
Polaroid had a large latent fanbase online, which included everything from those who grew up with the cameras to a new generation attracted to the retro aesthetic of film. Rather than try and recreate a new Polaroid presence online, we worked with these existing fans and brought them on as our strongest brand ambassadors. The admins of large Flickr groups, Facebook fan pages, fan blogs, and other online communities were thrilled to receive VIP treatment, and most were onboard to help champion a brand they already knew and loved.
Lady Gaga’s involvement had big social ripples as well. In addition to the press and fan chatter online, she tweeted a photo of her Polaroid business card and set off a flurry of buzz.