Polaroid keeps with the teen theme as Backstreet Boys sponsor.
After a summer fling with Britney Spears last year, Cambridge, MA-based Polaroid will again hit the concert trail with The Backstreet Boys this year.
The camera and film maker, which supported the singing heartthrobs on their 1999 tour, will sponsor the Black and Blue Tour visiting 37 North American cities from June to September.
Activation includes a limited-edition “Black and Blue” I-Zone camera launching at retail on June 1. The camera carries the group’s logo and stickers of its members. It also comes with a “peel-and-reveal” instant-win gamepiece offering a grand-prize trip for four to a future concert. Ten thousand other winners get backpacks filled with prizes. P-O-P, print ads, and radio spots support.
Compared with previous music sponsorships, “there is more of a trade angle this year,” says Kathleen O’Connor, vp-account supervisor with Polaroid’s newly named agency of record, Morristown, NJ-based DVC Group. “The retailers are getting excited about this program.”
In a strategy employed to great success last year with Spears, the Boys will use I-Zones on stage as part of their performance. The camera also gets “introduced” on the P.A. system. Polaroid once again will host fan fests at each concert venue where kids can take pictures using I-Zones to place on a “postcard” that gets presented backstage to the band.
“We’re reaching millions of people this way,” says Polaroid divisional vp-marketing Xanthe Samaras. “With teens, music is their No. 1 passion.”
Polaroid generated some 200 million total impressions and received 80,000 entries into a tie-in sweeps while co-sponsoring Spears’ 2000 tour (September 2000 PROMO). The I-Zone is currently the No. 1 selling camera in the world.