Kodak Concerts Make Black and White Film Cool Again
To herald the reintroduction of black and white film to a generation of consumers becoming very comfy in the Digital Age, Kodak inked a sponsorship of the House of Blues’ 10th anniversary celebration as an awareness platform.
The idea was that black and white film was becoming fashionable again. The challenge was establishing a cool relevance among young adults. The result was a series of exclusive tribute concerts at which Kodak film helped “capture and celebrate” the live performances held at the House of Blues since its inception. The eight-concert sampling event featured alternative rock bands showcased at HOB venues in nine markets. Radio promotions, pre-show events, and on-site activities ensued. The HOB had never allowed photography inside its clubs, but in this case fans were encouraged to snap pics during the performances. At each event, Kodak played a HOB tribute video, sampled product, talked up the reintroduced film and erected a photo backdrop where fans posed for photo mementos.
Numerous overlays supported, including High Roller street teams (dressed in zoot suits and showgirl outfits) who distributed promotional take-ones and coupons around the markets, P-O-P at retail, shelf-talkers in key accounts, local p.r. and a branded tour bus. There was also a photo contest executed in conjunction with HOB’s charity arm. Kodak gave middle school classrooms film and cameras to photograph the community. On the morning of the 10th anniversary show, students and local media gathered to judge and reveal the winners.
The effort reached 12,000 target consumers via eight sold-out concerts last fall. Sales of black and white film spiked 16 percent and share rose eight percent in measured markets.