Polaroid Corporation today announced a new online marketing campaign for Polaroid i-Zone cameras, the world’s number-one selling camera among teens[¹], through an exclusive national sweepstakes with super teen idols *NSYNC. The promotion, which will allow a winner to meet the members of *NSYNC, is being produced by Starcom IP and sponsored by MusicVision.
In order to become eligible, fans who register at i-zonefantasy.com by September 15 are entered into the sweepstakes. In addition, participants have the opportunity to participate in an online scavenger hunt. The object of the game is to find the letters that spell out the word i-Zone on a personalized colored virtual game card. The game, which can be found on i-zonefantasy.com and linked from NSYNC.com, takes players on a virtual tour of partner web sites, including Gurl.com, Katrillion.com, MTV.com and Seventeen.com. Contestants in the promotion can play at any time they wish, and personalized e-mails will be sent to all registrants giving them their status in completing the game.
The grand-prize winner and a friend will be flown to a secret location to direct their very own private photo session with *NSYNC using their i-Zone cameras. The winner's photos will be posted on i-zonefantasy.com and linked from NSYNC.com. Five first prize winners will receive autographed merchandise from *NSYNC, including a Polaroid i-Zone camera, and 40 runner-up prizes of the *NSYNC!'s "Making of the Tour" videos will be awarded.
The sweepstakes promotion was conceived by Starcom IP, which retained MusicVision to design, build and host the Polaroid i-Zone branded micro-site and secure superstar recording artists *NSYNC as the grand prize. The Polaroid i-Zone contest will be promoted via the official *NSYNC fan e-mail newsletter that reaches more than 1.2 million teen fans who signed up with the MusicVision-managed *NSYNC website. The sweepstakes' micro-site also has a "tell a friend" function that sends an automated e-mail message to the registrants' five friends.
"As the world's best-selling camera among teens, the Polaroid i-Zone camera is perfectly aligned with a top teen band in this promotion," said Peter Panagopoulos, marketing manager, Polaroid. "Not only does this sweepstakes allow Polaroid to bring the i-Zone message to teens, it also allows a fan to have a dream fulfilled - meeting *NSYNC."
"I am thrilled that we were able to accomplish Polaroid's goals by creating a compelling prize for a sweepstakes and developing a way for teens to interact with the i-Zone brand," said Kevin Chernett, senior vice president of sales at MusicVision. "*NSYNC is a natural fit, and we are pleased that we were able to bring the two brands together for the promotion."
Recently, Polaroid's i-Zone camera was one of the sponsors of the *NSYNC Challenge for the Children IV 2002 Celebrity Basketball Game.
Polaroid Corporation is the worldwide leader in instant photography. The company supplies photographic cameras and films; digital imaging hardware, software and media; secure identification systems; and sunglasses to markets worldwide. The Polaroid i-Zone camera with its unique styling and bright colors is geared for kids and teens. MusicVision, Inc., headquartered in New York, NY, is a music-marketing firm that partners the world’s biggest recording artists to offer fortune 500 marketers compelling and integrated marketing opportunities. In addition to providing a complete design, development, hosting and e-mail database creation and management solution for artists and marketers, Music Vision is rolling out nationwide artist-branded subscription services. Specializing in Internet contact strategy, execution and measurement, Starcom IP is the #1 ranked agency based on IP media, contact and asset deployment professionals and is among the top three agencies with regard to assets placed and/or influenced. While Starcom IP is intensely focused on idea-driven results that leverage IP contacts, the agency works closely with world class partners to develop creative (ad units and web sites) and provide technology for measurement (advertising tracking). Starcom IP’s roster of clients includes General Motors, VeriSign, Nintendo, Kellogg's, Miller Beer, PeopleSoft, Polaroid, The US Army, E! Entertainment, Walt Disney World, Coca-Cola and McDonalds. [1] IRI data, 52 weeks ending June 20, 2002. "Polaroid" and "Polaroid i-Zone" are trademarks of Polaroid Corporation, Cambridge, Mass. 02139
