CELEBRITY ENDORSEMENTSA Lesson from Lady Gaga Callie Pak

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

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

In January 2010,Lady Gaga featured the Polaroid camera in her Telephone music video

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

Polaroid & Lady Gaga Launches a New Line at

2011 International Consumer Electronics

Show

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

The Power of GagaThe Power of Gaga

The Most Followed Person on Twitter9 Million Followers on Twitter

2nd Most Watched on YouTube

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

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

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.

Fans could go on Virgin Mobile’s Website to see their photos.

Thank You!

Callie Pak

www.twitter.com/calliepak