In my technology in marketing class this semester, we've been discussing social media and how companies can use this new platform to build their brands and relationships with consumers. My group did a breast cancer awareness plan for the Susan G. Komen for the Cure football game/fundraiser back in October, and a social media plan for the Kodak brand last week.
Our big idea for Kodak was to revitalize the brand by building on the "spontaneous" factor of a Kodak Moment. Our viral marketing would center around a "Make this Your Moment" contest encouraging uploads to the online photo-sharing service. Video clips of faceless characters in humorous situations would be propagated around the web to drive traffic to the contest site.
Here's the PowerPoint we presented to the class (some weird buggy things happened while uploading online, though):
Ironically, Kodak had another agency come up with a similar idea about a month ago: Make Me Super. This site was created by an ad agency called EVB, owned by Omnicom Group. In reality, their idea is remarkably similar to the "Elf Yourself" OfficeMax campaign, and a lot like the earlier yearbookyourself site which inspired this series of Facebook photos (and our own project):
However, the Make Me Super project seems to lack that defining brand mark. That thing which makes Kodak, Kodak. Where have all the moments gone?
You can hear the entire presentation via a class capture of our group for as long as Temple keeps it up. Hope this isn't any type of privacy violation, haha. As far as I know, this is publicly available content. Anyway, enjoy.