Can Polaroid's instant- analog photos find favor with trendsetters who have gone digital? Havas' Euro RSCG MVBMS Partners hopes so and has enlisted the help of hip-hop duo Outkast and its hit song "Hey Ya," which features the line, "Shake it like a Polaroid picture."
Polaroid and MVBMS have partnered with Outkast in an attempt to build on the song's popularity and channel that into a guerrilla campaign, the shop's first effort for the client since winning its business in October. Leading the effort are Ryan Berger, a strategic trend- spotter for the New York shop and CEO Ron Berger's son, and Schuyler Brown, associate director of MVBMS' Strategic Trendspotting and Research Initiative.
The two are planning to get cameras on stage with the band and into the hands of "Polarazzi," which Berger defines as celebrities and other trendsetters, mainly those under 30, a demo that has the least awareness of the brand. The plan is to hit high-profile events on New Year's Eve as part of "The Polaroid Ambush."
Ira Matathia, director of strategy at MVBMS, said he wants to portray Polaroid as a creative touchstone in the shop's first ad campaign, which does not yet have a break date. "There is a history of cultural figures using Polaroids in creative ways—Andy Warhol in the '60s is an example," he said. "We're going to try to engage those kinds of people, and consumers as well, in more real, natural ways that emphasize the celebration of creativity."