Smile: Polaroid will lend consumers Polaroid One instant cameras as part of a sampling campaign that starts in April in Los Angeles and Orlando, with plans to roll out to other markets. Sampling teams, dubbed Click Crews, roam malls, movie theaters, parks and Little League games with Polaroid One cameras that consumers can borrow to snap pictures of their special moments. The crews target “social snappers” to encourage casual photography and build awareness of One, which faces stiff competition from digital cameras. Crews first hit the Chicago and Dallas auto shows this month and next. DVCX, New York City, handles.
Meanwhile, Waltham, MA-based Polaroid continues an innovative on-pack sweeps that uses film as game pieces (Oct. 29, 2002, Xtra). Packages of Polaroid 600 Instant and I-Zone Sticker film include a “dark slide” that acts as a game piece, with code numbers that players check at www.polaroid.com to win a car or online gift certificates. DVC Worldwide, parent of DVCX, handles.
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