Posted on by Chief Marketer Staff

After a summer fling with Britney Spears last year, Cambridge, MA-based Polaroid is coming back with The Backstreet Boys.

The camera and film maker, which supported The Backstreet Boys on the group’s 1999 tour, will sponsor a Black and Blue Tour that will hit 37 North American cities from June to September.

Having generated some 200 million impressions for its I-Zone camera last year by co-sponsoring Spears (whose new sponsorship deal with Pepsi launched on Sunday during the Academy Awards), Polaroid will employ a similar: The Boys will use the cameras on-stage while the brand hosts sampling, photo, and fan events at each concert venue. Polaroid will also offer a limited-edition I-Zone featuring stickers of band members and the tour’s Black and Blue logo. The cameras will carry “peel-and-reveal” gamepieces offering a grand-prize trip for four to a concert. An additional 10,000 winners get backpacks filled with prizes. Newly named agency of record DVC Group, Morristown, NJ, handles.

In other sponsorship news, Northfield, IL-based Kraft Foods’ Post cereal division signed on as “Official Breakfast Cereal” of Major League Baseball, New York City. Post will activate with a string of promotions throughout the upcoming season including an in-pack offer for Topps baseball cards.


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