Polaroid Grey Label for Lady Gaga Campaign

Polaroid & Lady Gaga Grey Label Paw’s up! You were snapped this way!

Francois Filamor April 14, 2011

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Table of Contents Brand Overview…………………………………………………………………………………….………..3

Brand Position…………………………………………………………………………………...……………4

Competition……………………………………………………………………………..……………………..5

Target Audience………………………………………………………………………….…………………..6

Objectives and Strategies………………………………………………………………………………..7

Promotional Theme..………………………………………………………………………………………8

Implementation Plan…………………………………………………………………………………9-‐12

Media Support Plan….………………………………………………………………………………13-‐14

Rational…………………………………………………………………………………………………..…….15

References………………………………………………………………………………………………….…16

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Brand Overview

• The Polaroid Corporation was founded in 1937 by Edwin H. Land (R15) • It is one of the leading instant imaging companies in the world (R1). • The company has been known to reinvent instant photography offering a

variety of products such as instant film, digital cameras and digital peripherals (R2)

• Although an established brand, the company has experienced some hardships in the past decade having twice been bankrupt (R3)

• During this time, the company has gone through a lot of restructuring including a change in leadership, reorganization of business units and consumer products and the creation of a worldwide sales group (R4)

• These changes were a big step in redirecting the company from just a consumer based instant photography to include business and industrial markets to seek new customers (R4).

• The company has also expanded their product line to consumer electronics such as plasma TVs and DVD players (R7)

• In 2008, The Impossible Project was launched. The project, which was scheduled to last 15 months, was created to develop a new film that would be mass-‐produced in 2009 (R5)

• In 2009, the company hired global pop sensation Lady Gaga as the new creative director of the company, together with her design team; The Haus of Gaga which was tasked to launch a brand new line of imaging products (R3).

• The hope was a merger between the new direction for the company coupled with someone who was highly relevant and creative to move the company into the future. Because of the way Lady Gaga is able to connect with her fans on a unique and personal level, the company felt that this was the best collaboration (R6)

• The Grey Label was introduced at the CES on January 6, 2001, an original line of products co-‐designed with Lady Gaga which includes a printer, digital camera and camera glasses (R13)

• GL10 Instant Mobile Printer – newest instant printing experience, using ZINK® technology which stands for zero ink (R22) that has superb print quality and doesn’t require messy ribbons, toner or inkjet cartridges instead, relying on embedded dye-‐crystals which are environmentally friendly and aesthetically pleasing (R13)

• GL30 Instant Digital Camera – brings the instant experience to life fusing digital and physical worlds, paying tribute to Polaroid’s legacy while delivering longevity and creating truly original images (R13)

• GL20 Camera Glasses – Merges fashion with photography by creating a pair of glasses that capture what you see displaying the image inside the glasses LCD screen. The glasses express true artistry and originality which is a hybrid that’s part fashion statement, part revolutionary technology and part tool for self-‐expression (R13)

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Brand Positioning

• Among instant-‐film diehards, Polaroid is the brand that has stood the test of time and is willing to compete and stay relevant in this modern day and age that meets the digital needs and demands of the current consumer because it is a staple of instant photography for all ages

• Polaroid is positioned as the leading instant imaging company in the world (R1)

• The brand association of Polaroid and instant photography is strong in the consumer mindset (R14)

Strengths • The company is famous for its instant cameras (R15) • The company reinvented instant film and continues to create new products

for its consumers (R1). • There is a strong community of instant-‐film die-‐hards -‐ Major uproar from

small but thriving community in 2008 when the company announced it would stop making the instant film cameras (R1)

• Intelligent Product development – Two examples of this are the creation of the I-‐zone camera, which produced thumbnail-‐size images, which was a top US seller at the time (R1). The company has also gone through restructuring and hired Lady Gaga to create the Grey Label (R4)

• Restructuring around core operations -‐ Business units and consumer products. The company also created a worldwide sales group diverse revenue streams

• Polaroid is popular in international markets (R1)

Weaknesses • Damaged brand image -‐ The company has historically been unable to

respond to the market trends causing major restructuring within the company (R1)

• Dependence on Wal-‐Mart -‐ 15% of its sales in 2004 came from the supermarket giant (R1)

• Digital catch-‐up -‐ Although the company has since made drastic changes, these changes took a long time to happen (R1). One of the major criticisms against the company was that it was too slow in reacting to changes in the market (R14)

• “One-‐trick pony” – Although the company has fought to become the one and only name in instant photography, it has also paid the price. It tried to expand into the conventional 35mm photographic film, but failed to convert enough of Kodak – its competitor’s – customers (R14)

• Strong focus on product than values – instead of honing into the unique ‘sociable’ aspects of the brand, the company focused on technological aspects (R14)

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Competition

Eastman Kodak Company® (R7)(R8) • The company is brand synonymous with photography and filming

technology, diversified sources of revenue and cross licensing • They provide imaging technology products and related services to the

photographic and graphic communications market • The company primarily operates in the US • There is opportunities in growth prospects in the Asia-‐Pacific region • The threats include intense competition at multiple levels of business and

competition with black market, parallel import and smuggled goods • One of Kodak’s major weaknesses is its transition from traditional film to

digital products which has contributed to a poor financial performance

FUJIFILM Holdings Corporation® (R7)(R9) • The company has a diverse range of products and services targeting various

consumer segments and a strong product development capability • They provide imaging, information and document solutions • The company primarily operates in Japan • Fuji is one of the world’s largest imaging and photographic equipment

producers • The company is highly technologically-‐driven • Threats include embedded cameras in mobile phones and counterfeit

products • The company’s most important opportunities is the growing market for

digital photography which the company is slowly embracing • One of Fuji’s major weaknesses is poor inventory turnover

Apple Inc.® (R7)(R10) • The company is well-‐known with a strong brand image, robust financial

performance and a focused research and development department driving innovation

• The company designs, manufactures, and markets personal computers, mobile communication devices, and portable digital music and video players

• The company is the pioneer of the smartphone and tablet industry with products ranging from iPods, iPhones and iPads

• The company primarily operates in the US • Threats include a highly competitive and rapidly evolving technological

industry and dependence of specific third party suppliers • The company’s main opportunity is a strong growth in the smartphones

market segment and mobile PCs • Apple’s biggest competitive advantage to Polaroid, Kodak and Fujifilm is its

embedded camera in its various iPhone models and most recently its latest tablet, the iPad 2!

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Target Audience

Quantcast/MRI (R11)(R23) • The target audience is mostly female ages 18-‐34 and is more likely to be

Caucasian, although there is a growing African-‐American target as well • This female has no kids in the household and has a middle-‐income range of

$30-‐60k • The target is most likely someone who has at least obtained a college degree

Nielsen Segmentation (R12)1 Movers and Shakers

• The demographic traits of this consumer are America’s up and coming business class. They are usually dual income couples that are highly educated, between the ages of 35-‐54. A high percentage of them are executives and white-‐collar professionals who are likely to own a small business or have a home office. Generally they are White, Asian and mix races.

• The lifestyle traits are a consumer that shops at J. Crew, skis often, reads Inc. magazine, watches Saturday Night Live on television and likely owns a land rover/range rover as a primary vehicle

Young Digerati • The demographic traits of this consumer are tech-‐savvy individuals that live

in fashionable neighborhoods, are affluent, highly educated and ethnically mixed. They live in communities, which are filled with trendy apartments and condos, fitness clubs, stores and restaurants. They are between the ages of 25-‐44 and have professions in management and are white, Asian, Hispanic, and mixed races.

• The lifestyle traits include are a consumer that uses expedia.com to book flights, goes snowboarding, reads The Economist, watches independent film channel and owns an Audi A4 as a primary vehicle

Young Influentials • The demographic traits of this consumer are younger, middle-‐class singles

and couples, usually preoccupied with balancing work and leisure pursuits. They are recent graduates living in apartment complexes around ballparks, health clubs and restaurants. These consumers are under 35 years old and are White, Black, Asian, and Hispanic.

• The lifestyle traits include a consumer that uses orbitz.com to book flights, attends NBA basketball games, reads Vibe Magazine, watches the Family Guy on television and likely owns a Mazda 3 as a primary vehicle

1 Based on Nielsen’s segmentation systems displaying a snapshot of a segments demographic traits, lifestyle preferences and consumer behaviors, the Polaroid consumer can be categorized into three segments: Movers and Shakers, Young Digerati and Young Influential’s. It is important to note that these particular segments were selected based on the statistics of a typical Polaroid consumer obtained from Quantcast, which measures a brands audience.

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Objectives and Strategies

Objectives • Strengthen and reinforce brand position as the leading instant imaging

company • Enhance and increase customer base • Expand product line to meet new digital and instant imaging demands • Increase impressions and website traffic at www.polaroid.com • Create a synonymous association between Polaroid and Lady Gaga through

connecting fashion, music and photography

Strategy • Utilize Lady Gaga’s iconic status to enhance the Polaroid brand through

partnerships and sponsorship efforts • Create a positive reaction from this partnership to change damaged brand

image through association • Positively change and enhance consumer perception of the brand by tying in

fashion, music and photography • Target new customers and previous customers ages 18-‐34 introducing the

Grey Label by Lady Gaga through promotional events and trial • Launch all three Grey Label products by the end of 2011 through a strong

promotional campaign • Using the Grey Label to tackle the brands previous problem of meeting

consumer needs and demands in this era of innovations • Increase distribution and production of the Grey Label and all products to

decrease dependency on Wal-‐Mart • Drive customer traffic to the website by using incentives such as coupons,

contests and sweepstakes to participate and experience the brand • Create tie-‐ins with ZINK products • Focus on ‘sociable’ aspects of the brand, generating an experience that will

create involvement through contests and sweepstakes • Utilize social media and non-‐traditional methods to communicate with

consumers to create a stronger brand experience by using Facebook, Twitter, QR and NFC codes as well as ambient advertising

Tactics • Partnerships • Sponsorships • Contests • Tie-‐Ins • Coupons • Sweepstakes

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Promotional Theme

The Movement • Polaroid’s current campaign –It's creating meets sharing. Its expression

meets conversation. It's the home for all who create, collaborate and contribute. Join us now. And grow the Polaroid Movement. (R2)

Paw’s up! You were snapped this way! • Lady Gaga/Polaroid’s Grey Label campaign theme • Utilizing “snapped” from Polaroid’s signature slogan “Snap it, See it” (R16)

and Lady Gaga’s signature move “Paws up” and her most recent global hit, Born This Way, the campaign theme is able to combine the two brands while highlighting “The Movement” and its goal to create, collaborate and contribute.

• Its also fun, simple and really connects people especially with the new and younger direction that the brand is trying to target

• This campaign will greatly leverage Lady Gaga’s popularity in the music and fashion world to attract attention to the brands new direction in photography and imagery

• Although the theme is in line with the current campaign, it is separate as it is the campaign to launch the new product line

• The theme is relevant to the target audience because its youthful, the product is innovative and emulates the many characteristics of the Nielsen segmentation characteristics

• The theme is representative of various cohesive tactics aimed at promoting the launch of the Grey Label and create and enhance and revitalize the Polaroid brand

• The implementation plan will run for 13-‐weeks, beginning April and end in June to take advantage of the final weeks of the North American Leg of the Monster Ball Tour as well as numerous TV appearances coinciding with the launch of the Born This Way album on May 23rd

• The theme and implementation plan will be supported throughout the 13-‐weeks with a variety of media channels relevant to the target audience using both traditional and non-‐tradition methods

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Implementation Plan

Partnership -‐ Polaroid and Lady Gaga announce Grey Label • A collaboration that launches the Grey Label and the three new products that

showcase the magic of the Polaroid instant experience (R13) • The unveiling of the Grey Label took place on January 7th 2011 at the

Consumer Electronics Show, the companies second consecutive project with Lady Gaga (R18)

• Although the brand produced prototypes for the three products, which included the camera, glasses and printer, at press time, the printer was the only product slated for a fall release (R13)

• For this partnership it is important to leverage the artists current successful tour to promote and test the product in-‐front of a mass audience

• Through this partnership, Polaroid can utilize various tactics including sponsorship opportunities, contests, additional tie-‐ins, coupons and sweepstakes

• This tactic is important to be able to advertise and promote the new product launch of the Grey Label and will run throughout the 13-‐week period

Sponsorship -‐ Polaroid Snaps The Monster Ball Tour and Born This Way album launch The Monster Ball Tour

• This is an important sponsorship because of the tours success in 2010 grossing over $116 million and 1.3 million in attendance in the US (R19)

• The final legs of Lady Gaga’s The Monster Ball Tour include Houston, Miami, Atlanta, Nashville, Newark and Uniondale as well as 12 other cities ending in Cleveland on April 27 (R20)

• This is an extremely important because the product can be shown during two points in the show where the singer can showcase the products usage

• The first point is after the performance of Paparazzi where Gaga calls on the audience to help her kill the monster with a rallying cry of “Get out your cameras, take its picture!” (R21) Prior to the show 20 lucky general admission fans, selected through social networks after taking part in contests and/or sweepstakes (see Social Networks in Media Support), will be able to win Polaroid cameras so that they can take pictures during this segment, share images and go to Polaroid booths inside the venue to use the Bluetooth options to print out the pictures using the ZINK technology and Grey Label Printers

• The other point of the show, Gaga pauses to call a random fan in the audience and thanks them for attending (R21). Before making the phone call, Gaga can introduce the sunglasses while one of her dancers wears them taking pictures of Gaga and her audience. The lucky fan who receives the call will

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be told that he/she will meet the singer after the show and also own the pair of sunglasses used during the segment

• The fan can also use the Polaroid booths in the venue to print of the pictures using the ZINK technology and Grey Label printers

• Although most of the fans will not be able to win cameras or the glasses, they will still be able to test the ZINK technology and Grey Label printers with their Bluetooth enabled smartphones. All they would need to do is Bluetooth the printer with the pictures they took on their smartphones to print out the pictures. Fans can go home with Polaroid shots and memories and receive information and coupons about the Grey Label

Born This Way Album Launch • The second part of this sponsorship is the album launch on May 23rd which

includes all of the pre and post promotions for the album such as the release of the second single Judas on April 19th, Born This Way Glee episode, The Monster Ball Tour on HBO, American Idol performance and the Good Morning America performance (R20)

• These promotional opportunities will help provide free press for the Grey Label

• These two sponsorship opportunities are a great way to create awareness for the product as well as drive traffic to the website where customers can participate in contests and sweepstakes as well as obtain coupons to purchase Grey Label and Zink products. The sponsorships will run through the first 9-‐weeks of the campaign prior to the album release

Contest -‐ Snap this way! • Fans can use their smartphones with cameras to take pictures of themselves

in outrageous Lady Gaga outfits or creative designs. It’s about individuality and creativity. Images can be uploaded to the website for online voting

• This is in line with Polaroid’s movement of creating meets sharing. Its expression meets conversation. It’s the home for all who create, collaborate and contribute (R2)

• Winners as selected by the fan votes which will determine the winners who will get the opportunity to meet Lady Gaga, receive general admission passes and an all-‐expenses paid trip to one of the legs of The Monster Ball Tour

• All pictures will be displayed on the website as well as during The Monster Ball Tour at the Polaroid booth and on the screens inside the venue

• The contest is designed to increase participation, drive traffic to the website and sample and understand the product. The contest will run through the first 9-‐weeks of the campaign during the tour and prior to the album’s release

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Tie-‐Ins -‐ Snap It, See It, ZINK® it! • This is an important tie-‐in because the Grey Label printer was created to be

used with the Zink technology • The product will be used during The Monster Ball Tour at Polaroid booths

and other promotional venues where fans can print their pictures using the technology as well as receive information and coupons

• This tie-‐in is important to be able to split the costs of promotions as well as create repeat purchases, drive traffic to the ZINK website as well as Polaroid’s website and increase brand awareness and shared customer base for both companies. The tie-‐in will run through the first 12-‐weeks of the campaign, however can run past the campaign for other tie-‐in opportunities after the initial launch of the Grey Label product

Coupons -‐ Paw’s up and Save! • The coupons are incentive to purchase Grey Label and Zink products and will

be promoted in different magazines, mobile, radio, social media networks and ambient advertising (see media support plan)

• Coupons can obtained through QR codes and NFC technology • Coupons can be used to increase purchases, drive traffic on the website,

create new customers as well as a measurement tools. The coupons will run through 9-‐weeks of the campaign with 3-‐weeks of flighting with a week in between each so that busier periods of the campaign can be measured against the week breaks between the start of the campaign, end of the North American leg of the tour and the album launch. Although the coupon schedule was created for the campaign, it can also be used for other campaigns after the initial launch of the Grey Label product

Sweepstakes -‐ Paw’s up, you’re a winner, baby!! • Random drawings based on “likes” on Polaroid/Lady Gaga collaboration

Facebook page and re-‐tweets on twitter (See Social Networks in Media Support Plan)

• More entries more chances to win • Winners will win VIP treatment and/or tickets to The Monster Ball Tour

which can include the opportunity to win a camera and a general admission tickets, television appearances and Grey Label and Zink products

• Sweepstakes will help create awareness, drive traffic to the websites as well as enhance participation create unique experience for fans that win! The sweepstakes will run every other week for the 6-‐weeks of the 13-‐week campaign. This flighting schedule will allow more customer participation

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Activity Graph • The following is a breakdown of the implementation plan and media support

plan for the duration of the 13-‐week promotional campaign. Since the campaign is a launch for the Grey Label, most of the tactics and support are utilized throughout the campaign especially The Monster Ball Tour and Born This Way album launch

Activity Graph April May June

Week 1 2 3 4 5 6 7 8 9 10 11 12 13

Implementation Plan

Partnerships X X X X X X X X X X X X X Sponsorships X X X X X X X X X

Contests X X X X X X X X X Tie-Ins X X X X X X X X X X X X

Coupons

X X X X X X X X X Sweepstakes X X X X X X

Media Support Plan

Print X

X

X Radio X X X X X X X X X

Mobile/Web X X X X X X X X X X X X X Non-Traditional X X X X X X X X X X X X X Social Networks X X X X X X X X X X X X X

Ambient X X X X X X X X X

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Media Support Plan

Print Advertising • Magazines were selected as the main form of print advertising based on 2009

MRI data, which show that Polaroid consumers are heavy magazine readers (R23).

• The magazines were selected based on Lady Gaga’s top selling magazines in 2010, to which she was named “Top Cover Girl of 2010” for selling the most copies of that particular issue that she was on the cover of for that publication during 2010 (R24) and some magazines she also covered including: Rolling Stones, Cosmopolitan, Vanity Fair, Elle, Q, i-‐D and V Magazine (R20)

• The aim of print is to create more awareness of the Grey Line launch as well as the promotional campaign and to drive traffic to the Polaroid website where consumers can learn about the various tactics. Even though these publications are targeted to the female target audience, they also represent the strongest impact based on the singers popularity

• Since many of these publications are monthly, advertising for this campaign will run at the start of each month for 3 months to advertising the Grey Label, The Monster Ball Tour and Born This Way album launch

Radio • Like magazines, Polaroid consumers are also strong radio listeners (R23) and

cities were chosen based on scheduling of The Monster Ball Tour which include Houston, Miami, Atlanta, Nashville, Newark and Uniondale as well as 12 other cities ending in Cleveland on April 27 (R20)

• The aim of the radio spots is to create awareness and buzz around the tour and draw traffic to the Polaroid website about contests, sweepstakes and coupons

• Advertising for the campaign will run through the first 9-‐weeks and is important to promote the contests, sweepstakes and sponsorship of the campaign

Mobile/Web • 85% of American’s aged 18 and over own a mobile device, 59% own a

desktop computer and 52% own a laptop computer so it is important that promotions are available on the web and easily accessed on mobile devices (R26)

• Used to obtain coupons (see Non-‐Traditional Digital) and other related information on Polaroid’s website

• Through print and radio, consumers can be directed to the Polaroid website for information, however equally important is blog/Social Network integration where Lady Gaga has a strong fan-‐base on sites such as ladygaga.net, ladygagaonline.net and gagadaily.com. Her Social Network

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status is much better with record 9 million fans on twitter and 31 million fans on Facebook (R25).

• These relatively inexpensive methods are a great way to engage the fans and join the conversation

• This type of advertising will run through the 13-‐weeks of the campaign and can also continue after the initial launch of the Grey Label product

Non-‐Traditional Digital (QR, NFC) • Quick Response and Near Field Communication’s codes are methods

obtained using smartphones with embedded technology used to link fans and consumers to information such as the Polaroid website, coupons to tie-‐ins and products as well as information so that fans and consumers can participate in contests and sweepstakes

• These digital methods allow consumers to use their mobile devices making it more convenient and a measurable tool to understand behavior


Social Networks • Used to create a joint page on Facebook for the Paw’s up! You were snapped

this way! Campaign where fans can learn more information as well as be directed to the Polaroid website

• Fans can like and post pictures for the contest on the Polaroid campaign on Facebook and re-‐tweet the campaign on twitter

• The more fans like, re-‐tweet and post pictures for the contest the more chances they have of winning prizes whether the selection is a random sweepstake or by the fans voting on picture submissions (see contests, coupons and sweepstakes for prizes)

• With a strong following on facebook and twitter it is essential Polaroid gets in the conversation and utilizes social channels to attract fans to participate in promotional tactics

• The aim is to use a cost-‐efficient method to promote the campaign while providing a measurable tool to understand behavior


Ambient • A booth in the shape of a big version of the Grey Line Camera inside tour

venues and around Lady Gaga promo locations where consumers can test the Grey Line Products and print pictures with their Bluetooth enabled mobile devices.

• This booth is important to give fans and consumers an opportunity to try the product as well as learn about information about the promotion

• Advertising for the campaign will run through the first 9-‐weeks of the campaign during The Monster Ball Tour and album launch promotions

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Rationale Why the campaign will work?

• Polaroid and Lady Gaga are a perfect fit because they are both iconic (R13). Polaroid is an innovator of instant photography while Lady Gaga has set the bar for the music industry and has made a huge statement

• Lady Gaga has been the creative director for Polaroid for her second year and has created a product line that not only reflects the direction that the company intended bridging the gap between photography, fashion and music, but it also reflects the artist and her vision for the future of photography

• The promotional campaign focuses on The Monster Ball Tour and the launch of the Born This Way album between April and June during the singers own promotional efforts for the album

• This is important because there is no television spots for this promotion that is directed specifically for the campaign, instead utilizing the singers own promotional efforts for her album to launch the product line

• Throughout the locations where the singer is promoting her album, Polaroid’s presence will be seen through Ambient and Non-‐traditional methods and consumers and fans can use social media and digital technology to share information and obtain information and incentives such as coupons

• Unlike many other promotional efforts, the sponsorship of The Monster Ball Tour is important because with sold-‐out stadiums, the singer can showcase the products in the way she intended them to be used. Fans will also be able to experience and use the products themselves whether they win products or whether they use their own smart phones which are Bluetooth enabled at Polaroid Booths

• For the promotional plan, each tactic meets the theme of the campaign and works in unison with one another

• The partnership is the first step creating a strong relationship between the two iconic brands. Sponsorship allows Polaroid to generate a strong association with the fans. The contests, sweepstakes and tie-‐ins all work together to increase the fan experience as well as increase understanding of the products which will translate into purchase of at least one if not all of the products under the Grey Label and/or Zink products

• The 13-‐week promotional campaign will help meet objectives to strengthen and reinforce the brands position as the leading instant imaging company, enhance and increase customer base, expand product line to meet customer demand, Increase impressions and website traffic at www.polaroid.com and evolve synonymous association to music, fashion and photography through the creative direction of Lady Gaga

• After the campaign, the demand from the products will help push production and distribution efforts and become a staple in the minds of the Lady Gaga community as well as help reposition Polaroid in the forefront of the digital age as well as instant photography

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References R1 - Polaroid Corporation. (2004, April 1). Datamonitor | the home of Business Information. Retrieved February 15, 2011, from http://www.datamonitor.com/ R2 - www.polaroid.com R3 - Kirby, J. (2010). Polaroid: The revival. Canadian Business, 83(1), 20. Retrieved from EBSCOhost. R4 - Cuff, D. F. (1990, March 30). BUSINESS PEOPLE; Promotions at Polaroid Part of Reorganization. The New York Times. Retrieved February 15, 2011, from EBSCOhost R5 - Kelnreiter, M. (n.d.). The Impossible Project. About. Retrieved February 16, 2011, from http://www.the-impossible-project.com/resources/impossible_details.pdf R6 - TARR, G. (2010). Polaroid Partners With Lady Gaga, Thinks Zink. TWICE: This Week in Consumer Electronics, 25(2), 29. Retrieved from EBSCOhost. R7 – http://www.novelguide.com/a/discover/cps_02/cps_02_00219.html R8 – Eastman Kodak Company (2010, September 13). Datamonitor | the home of Business Information. Retrieved February 21, 2011, from http://www.datamonitor.com/ R9 – FUJIFILM Holdings Corporation. (2008, January 14). Datamonitor | the home of Business Information. Retrieved April 8, 2011, from http://www.datamonitor.com/ R10 – Apple Inc. (2010, March 21). Datamonitor | the home of Business Information. Retrieved April 8, 2011, from http://www.datamonitor.com/ R11 - Polaroid.com - Quantcast Audience Profile. (n.d.). Home | Quantcast. Retrieved February 24, 2011, from http://www.quantcast.com/polaroid.com R12 - N. (n.d.). My Best Segments. Claritas. Retrieved February 24, 2011, from http://www.claritas.com/MyBestSegments/Default.jsp R13 -‐ http://www.polaroid.com/en/press/2011/1/6/polaroid-‐and-‐lady-‐gaga-‐announce-‐grey-‐label R14 – Brand Loyalty: how the world’s top 100 brands thrive and survive – Matt Haig R15 -‐ http://camerapedia.wikia.com/wiki/Polaroid R16 -‐ http://www.webcitation.org/5wpwJU6ow R17 -‐ http://www.time.com/time/magazine/article/0,9171,950406-‐1,00.html R18 -‐ http://mashable.com/2011/01/06/polaroid-‐lady-‐gaga-‐launch-‐new-‐line-‐at-‐ces/ R19 -‐ http://www.billboard.com/#/features/top-‐25-‐tours-‐2010-‐1004134022.story R20 -‐ www.gagadaily.com R21 -‐ http://therapidian.org/review-‐lady-‐gaga-‐unites-‐fans-‐van-‐andel-‐arena R22 – www.zink.com R23 – www.mriplus.com R24 -‐ http://www.wwd.com/media-‐news?module=tn#/article/media-‐news/fashion-‐memopad/the-‐ladys-‐a-‐winner-‐calvins-‐new-‐man-‐uptown-‐guy-‐3410644?full=true R25 -‐ http://www.capitalfm.com/artists/lady-‐gaga/news/new-‐twitter-‐record/ R26 -‐ http://www.cell-‐phone-‐plans.net/blog/cell-‐phones/new-‐survey-‐states-‐85-‐of-‐united-‐states-‐adults-‐own-‐a-‐cell-‐phone/ R27 -‐ http://www.individualsole.com/2011/01/10/polaroid-‐grey-‐label-‐by-‐lady-‐gaga-‐gl30-‐camera/

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Documents

Polaroid Grey Label for Lady Gaga Campaign