Need A Laugh? Get A Polaroid

On the heels of Polaroid’s appearance in last fall’s party hit “Hey Ya,” Euro RSCG Worldwide focuses on the laughter generated by the brand’s instant photos in a campaign that breaks Thursday.

“If you put a Polaroid in the middle of a table at a party or dinner, the dynamic changes,” said Kevin Roddy, ecd at Euro RSCG MVBMS Partners. “Laughter is one expression of that. Polaroids aren’t about documenting moments—they’re a social lubricant.”

The Web component is the campaign’s “primary media,” said director of strategy Ira Matathia. “That’s where the largest audience of our enthusiasts can be found.” A viral campaign is planned through next summer. Along with six 15-second spots—which will air only on Hispanic broadcast outlets, including Telemundo—the Web site includes a contest to discover the funniest Polaroid picture.

The spots feature laughing people using Polaroids, such as newlyweds in a limo photographing themselves. A print ad, which will run in magazines such as the New Yorker and GQ, shows a table littered with Polaroids from a party. Copy says: “Instant party. There’s a ton of ways to get things started at” The new tag is, “Polaroid Now.”

A separate promo, starting on Memorial Day, offers Polaroid owners in-theater rebates for summer blockbusters.

Polaroid emphasized guerrilla marketing last year, and it spent about $15 million on media in 2003, according to TNS Media Intelligence/CMR. The budget for the new campaign was not disclosed.