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Celebrity Endorsements - A Lesson from Lady Gaga


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In entertainment marketing, sponsorship plays a huge role in marketing partnerships. Polaroid revived its brand and products through a marketing partnership with Lady Gaga. Not only is she a talented performer and artist, she is also an astute business woman. This presentation will tell the story of Polaroid + Lady Gaga.

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Celebrity Endorsements - A Lesson from Lady Gaga

  1. 1. CELEBRITY ENDORSEMENTS<br />A Lesson from Lady Gaga<br />Callie Pak<br />
  2. 2. The Polaroid<br />In the growing digitalworld, Polaroid facedthe problem of servinga very small niche market.<br />Decreasing interest fortraditional instant-film cameras<br />Increasing capture and save digital cameras<br />Polaroid photography was slowly becoming extinct<br />Thus, Polaroid started to cease production of their instant films for Polaroid cameras<br />
  3. 3. Polaroid appoints Lady Gaga <br />In 2010, Polaroid executives appointed Lady Gaga to be their Creative Director<br />Not only does Lady Gagahave talent, she’s an astute business woman.<br />Allowed for maximum benefits of explicit endorsements without costliness of a regular sponsorship deal<br />
  4. 4. In January 2010,Lady Gaga featured the Polaroid camera in her Telephone music video<br />
  5. 5. 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<br />
  6. 6. Polaroid & Lady Gaga Launches a New Line at 2011 International Consumer Electronics Show<br />
  7. 7. Polaroid Grey Label Line<br /> GL 10 GL20GL30<br />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 <br />
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  10. 10. The Power of Gaga<br />The Power of Gaga<br />The Most Followed Person on Twitter<br />9 Million Followers on Twitter<br />2nd Most Watched on YouTube<br />
  11. 11. The Power of Gaga<br />The Power of Gaga<br /><ul><li>Time’s 100 Most Influential People in the World
  12. 12. Forbes List of 100 Most Powerful & Influential Celebrities
  13. 13. Forbes World’s 100 Most Powerful Women
  14. 14. Artist of the Year in 2010
  15. 15. Top Selling Artist of 2010
  16. 16. 15 Million Albums Sold Worldwide
  17. 17. 51 Million Singles Sold Worldwide</li></li></ul><li>The Partnership<br />The Partnership <br />Demonstrated the potential that sponsorships such as celebrity endorsements can bring to a company<br />Proved to be an effective one for Polaroid as they lacked innovation in its traditional instant-film cameras<br />Created an opportunity for :<br />consumers to sample the brand<br />Become informed about the product / brand<br />Build awareness for Polaroid & products<br />Earned Media (Public Relations)<br />New customers<br />
  18. 18. 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. <br />
  19. 19. Fans could go on Virgin Mobile’s Website to see their photos.<br />
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  21. 21. Thank You! <br />Callie Pak<br /><br />