Polaroid Tries Net for Instant Picture Push

NEW YORK Polaroid will use the Internet as the main component of a multimedia campaign that breaks this week.

The Web is the primary media for the push because, “That’s where the largest audience of our enthusiasts can be found,” said Ira Matathia, director of strategy at Havas-owned Euro RSCG MVBMS Partners in New York, which fashioned the campaign.

The Web site includes a contest to discover the funniest Polaroid picture. The effort also includes a half-dozen 15-second spots, which will air only on Hispanic broadcast networks such as Telemundo. A print ad slated to run in GQ and other magazines shows a table littered with Polaroids from a party.

The client in Waltham, Mass., spent about $15 million on ads last year.

This story updates and corrects a previously posted item with Ira Matahia’s proper title and affiliation.