Polaroid and Pitchfork

Recently reinvented instant-camera brand Polaroid have recently upped their marketing initiatives within the music sphere, which appears to be a major part of their strategy – having previously bagged Lady Gaga as their ‘Creative Director’.

Although in the good-old-days Polaroid enjoyed an association with Motorsports, the move into music makes sense as many music blogs – led by the influential GorillaVsBear – feature Polaroid photos and employ the astetciics of under saturated film, which these kind of cameras deliver.

Last weekend saw the Pitchfork Music Festival out in Chicago, featuring performances from the likes of Pavement, LCD Soundsystem and Modest Mouse. On site were Polaroid’s team of photographers who captured the event, gathering a series of “intimate, candid shots of festival attendees and artists enjoying the events.” The results were then uploaded to Pitchfork’s website as the official gallery of the event, complete with some ads using the slogan “Made In Polaroid”

Here’s James Murphy enjoying some rays (cowbell out of shot)

Polaroid followed up this festival activity by hooking up with uber-blogger Jeff Meltz at Culture of Me, who ran a tweet-based give-away. (Although it looks like they weren’t smart enough to ReTweet the competition on the @polaroid account)

It’s hard to produce a festival idea that not only gives something to the festival and the festival goers, but produces some content interesting enough that people who didn’t attend the festival would bother to click on. I’d give Polaroid the thumbs up for their recent campaign and hope for more in the future.

Sidenote: Equal credit has got to be given to Pitchfork. Unlike some publications like Vice, they’re working to create something that is both of value to their readership and makes sense for the brand.

More Polaroid:

Twitter: 5.3k followers
Facebook: 48k fans


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