GLOBAL, OCTOBER 18, 2010 – "So Kodak" is the new buzzword as Kodak joins forces with Trey Songz, Pitbull, Drake, and Rihanna in its new series of TV and YouTube spots. The hip hop and R&B stars one-up each other with different shots on the new Kodak Slice camera, which has a ‘touch’ feature allowing users to share their pictures on the Kodak gallery, web, or mobile.
But what does “so Kodak” mean? Each singer has his own take on it. "So Kodak means it’s fun, fresh, new, and innovative." Drake says. "I’m young, living life to the fullest." is Trey’s take on it, while Pitbull likes sharing his moments with the ladies to the world.
Kodak built the entire campaign around the young music stars, trailing Drake during his tour and shooting on the spot, filming YouTube video logs from the stars themselves, and raffling special concert tickers via radio stations, twitter, and fan clubs. At the concert, fans got treated to an exclusive preview screening of Rihanna’s commercial, which debuted online last on October 14, featuring her latest hit “Only Girl (in the World)”.
This is quite the twist for Kodak, which is still more popularly associated with the wholesome, golden "Kodak Moments", capturing the best moments among family and friends. So Kodak is already on the front page of their official site with a black and white picture of Drake, lending a street savvy grit to the product. In the age of tagged photos and blogs, it looks as if Kodak aims to get hip and tough.
View the rest of the spots on KodakTube.
