Polaroid Goes to the Movies

NEW YORK Noting that its consumers are often pop culture buffs, Polaroid is linking with the E! Entertainmant Network for a sweepstakes dangling a trip to Los Angeles and a space on the red carpet during an early 2004 film premiere.

The “One Night With the Stars” promotion runs Nov. 21-Dec. 21 and will be supported with 30- and 10-second spots on E! Those commercials direct viewers to go online and enter the sweepstakes. The promotion is not tied to any particular product, though Polaroid’s One camera will be referenced on the site.

Waltham, Mass.-based Polaroid recently awarded its estimated $50 million global ad account to Havas’ Euro RSCG in New York; work breaks next year. Polaroid is now airing TV spots that broke earlier this year, via previous agency Leo Burnett in Chicago.