Two years ago, Kodak’s Camilla Bravo was exposed to the viral ad campaign called “Elf Yourself.” OfficeMax had scored a holiday hit by offering consumers a chance to create elves bearing faces from uploaded photos. Bravo, who saw a natural fit with Kodak Gallery, sought out the campaign’s creator, EVB, San Francisco, and compelled the digital agency to create something new.
The end result is “Make Me Super,” launching Sept. 22 at Makemesuper.com. Consumers are invited to add their visages to a video showing them wearing superhero Spandex and capes.
Users can send videos to family and friends or purchase custom superhero swag from mugs to T-shirts at KodakGallery.com.
For Eastman Kodak, Rochester, N.Y., the concept is linear, giving consumers already dealing with images during their visit to kodakgallery.com, a tool to play with.
“It is an evolution for Kodak, in that it is able to give their customers who are already there on the site something [else to do],” said Kim Kline, vp/account management at EVB.
Many of the other photo-based viral videos are aimed at younger people. But the new Kodak model, in which characters do their superhero things in the very unsuper heroic suburbs, targets females 25-45 years old, with families. “They tend to be in charge of family memories, and tend to like to get creative in the form of scrapbooking and sharing photos, so we are trying to take that behavior and upgrade it,” said Kline.
