Redefining the “Kodak Moment”

I recently read about Kodak winning a Silver-Anvil Award in 2006 because of their successful attempts to introduce Kodak as “innovative” and on top of its game when it comes to digital photography. Before 2005, Kodak was known for its great film products and pictures. But as we all know, the photography market shifted a bit as digital cameras started to become the “new thing.” Kodak had to do something to reposition themselves as having great digital products as well as film. What to do? Kodak’s Easy Share Digital Camera was the solution. With this new product, users would not only be able to capture the same great images they were used to with their Kodak film cameras, but they were now able to easily share these photos with friends and family wirelessly. The Easy Share Digital Camera was Kodak’s ticket into the digital world. And who better to advertise the new product than fashion forward celebrities like P. Diddy, Leonardo Dicaprio, Halle Barry, and Orlando Bloom? The Easy Share camera was given out in goody bags at the Golden Globe Awards to help launch this new innovation and keep Kodak in its top position in the photography industry. After this successful campaign, Kodak captured the number one spot in the U.S. digital- camera market for two consecutive years, ahead of competitors Cannon and Sony.

Kodak used many techniques to get the word out about their newly developed digital products. They gave the Easy Share digital cameras to celebrities and top-tier official as well as set up eye-popping displays for the public to see. I think this is a great example of Kodak using the “Diffusion Theory.” Kodak had a new innovation and wanted to spread the news to not only its already existing customer base but also to people not familiar with Kodak products. Kodak used special techniques like cool displays and celebrity appeals to diffuse information about its digital products to the public. Not only did Kodak do a great job at getting people’s attention, but they used the information they presented to the public to change the way people thought of them. The “Kodak Moment” that people had always known was now more that just a moment caught on film, it was a digital moment!

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4 Responses to “Redefining the “Kodak Moment””

  1. marielorelei Says:

    I think that Kodak is a wonderful company and it’s awesome that they have been able to change with the times. Kodak has always been pretty legendary as a film company and with everything in the world going digital, it’s great that Kodak has still been able to keep up the high quality that is expected of them.

    The idea that they had of giving out their cameras in goody bags to celebrities was a great call on the part of their advertising team. They lose a bit of money by giving away their products for free, but the exposure that comes from having celebrities photographed with your product is just about priceless.

  2. […] Redefining the “Kodak Moment” by Candice […]

  3. You made a great point that Kodak used the Diffusion Theory in implementing the new digital aspect of photography into their brand. It is obviously a huge change in the market, and it was important for Kodak to show their customers the importance of adapting to the new products. I used to take photography and develop my own photos, and it took me some time before I got a digital camera. It was a lot to do with my family and friends and also to do with the marketing surrounding the products I saw on television. I think Kodak has changed its’ name for the best.

  4. […] “Redefining the ‘Kodak Moment‘” by Candice […]

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