Polaroid launched a promotion for its new e-commerce site designed to promote
sales of its new Digital Photo Printers.
Eisnor Interactive kicked off a national
advertising and marketing campaign aimed at consumers both online and off.
The Digital Photo Printer will be available on Polaroid’s Web site at
www.polaroid.com/car, and via five online merchants including
cdw.com, gigabuy.com (Dell Computers), compusanet.com, pcconnection.com and
necx.com, as well as selling at 135 Wolf
Eisnor also launched a national sweepstakes, “Did You Know You Could Print
Polaroid Photos From Your PC?” with a chance for consumers to win a free
Volkswagen Beetle .
The sweepstakes promo includes radio spots, moving billboards,
newspaper ads, and in-store point of purchase displays and an online segment
“Polaroid has a new digital strategy,” said Arturo Duran, program Manager for
Digital Photo Printers at Polaroid. “. . .as the consumer evolves into the
e-commerce “regular buyer” we want to be present with them as their preferred
brand for ease of use. With this new venture, our goal is to attract
e-tailers. By applying our long-standing merchandising knowledge with Eisnor
Interactive’s creative Internet knowledge, we hope to dominate the digital
market, as we have with the mass merchandising market.”
Polaroid annual sales in 1998 were more than $1.8 billion. Polaroid supplies
instant and digital camera and films; digital imagining peripherals,
software, media and systems solutions; medical diagnostic imaging media;
secure identification systems; graphics imaging systems; sunglasses and