Eastman Kodak is another major brand that currently has developed marketing programs that tie both into the summer theatrical release of "The Mummy: Tomb of the Dragon Emperor" and with the 2008 Beijing Olympic Games. However, unlike what NBC Universal has done, the two Kodak programs are totally unrelated.
First off, Kodak partnered with Universal Studios to promote the latest Mummy franchise through their longstanding partnership with Penske Racing and NASCAR. On July 12 driver Ryan Newman and the Kodak No. 12 Dodge at the NASCAR Cup Series race at Chicagoland Speedway featured a bold paint scheme from The Mummy: Tomb of the Dragon Emperor along with Kodak branding. Daytona 500 winner Ryan Newman's firesuit and helmet were also specially designed for the race as was his pit crew. Check out Kodak's blog A Thousand Words which features photos and updates from the day.
Brendan Fraser, who plays explorer Rick O'Connell in the series, attended the race as Kodak's guest and served as Grand Marshal, giving the command "Gentlemen, Start Your Engines."
"Kodak is thrilled to partner with Universal Pictures and Penske Racing on this exciting promotion that ties together our longstanding relationship with the motion picture industry and our partnership with NASCAR," said Betty Noonan, Kodak Director and VP of Corporate Marketing and Business Development, "When four great brands get together, great things happen and our customers win."
In addition to the racecar branding, Kodak-The Mummy: Tomb of the Dragon Emperor advertising appears on trackside billboards and the film's trailer was shown on SprintVision inside Chicagoland Speedway throughout the race weekend. Additional advertising appears in print and online, as well as the Kodak Times Square Gallery in New York City. Themed merchandise, including die-cast cars, t-shirts and hats, is also available and the Kodak-The Mummy show car is on display at Universal Orlando and Universal Studios Hollywood theme parks throughout July.
Additional images of the racecar can be seen here on Kodak's website. A Ryan Newman podcast can also be heard here on Kodak's site by clicking on Marketing Insights.
Now as far as the Olympic Games goes, I mentioned in my earlier post here that I had the honor of working with Kodak during the 1995 Atlanta Summer Games. Unfortunately however, following the closing ceremonies of the Beijing 2008 Olympic games Kodak will conclude it's sponsorship as the Worldwide Official Imaging Sponsor which it has held for the past 100+ years.
This year Kodak will be covering the games live on their blog, A Thousand Words. Jenny Cisney who is Kodak's "Chief Blogging Officer" will be blogging from the games and sharing with us the fan experience, sights and sounds, culture, etc. from Beijing. Richard Mackson, a professional photographer who worked with Sports Illustrated will be posting his own photos. Tom Hoehn will also be reporting on how Kodak products are there supporting the Games. So, I'm going to be referring to Kodak's blog as the Games begin.
Starting on Aug. 9th Kodak will again be featuring their Olympic Picture of the Day which showcases a new photograph from Opening to Closing ceremonies (17 total). This will be posted daily on Kodak's Olympic Page, Kodak Times Square Gallery and on IOC's official Olympic site.
The Kodak Store will be featuring a Olympic pin promotion which starts on Aug. 4. Also available is a Kodak downloadable Olympic Games Party Kit.
So, stay tuned and I'll be providing updates and photos of the games from Kodak. It will be bittersweet knowing that it's Kodak's last year covering the games as an official sponsor. I just hope the images of the Games will continue to be chronicled in the same high quality, professional way that Kodak has done for the past 100 years.
Krista from Kodak here. Thanks Donna! Let the Games begin!
Posted by: Krista | July 29, 2008 at 09:22 AM
What a great post Donna! You captured it all. We will be doing more cool stuff even after the Olympics are over... we should get together when I get back!
Posted by: Jenny | July 31, 2008 at 11:17 AM
Thanks Jenny and Krista. Have a great trip Jenny and I'm looking forward to catching up with you after you return. Stay safe!
Posted by: Donna DeClemente | July 31, 2008 at 01:15 PM