Eastman Kodak’s new marketing initiative

Eastman Kodak Company believes ''It's Time to Smile.'' This tagline for the company's new year-long, fully integrated marketing initiative is at the heart of the brand's dedication to strengthening and deepening relationships through sharing images. The campaign began with social media activities supported by public relations in summer 2009 and will be capped off with a dedicated advertising push that starts 31 October.

Recent research points to the fact that relationships are suffering across America; people feel lonelier than before. Kodak is responding to this alarming trend by reminding consumers that ''It's Time to Smile''-especially during the period of bleak economic news over the last year.
Almost all Americans (93 per cent) agree sharing photos bring people closer to friends and family. The multi-faceted relationships campaign was developed to reach consumers at a national and local level through both online and offline engagement, as well as a television advertising launch, bringing ''It's Time to Smile'' to life by focusing on the relationships and moments that define our lives. These 15- and 30-second spots will run through the holiday season.

''The Kodak brand has always been about human connections and capturing and sharing important moments,'' said Leslie Dance, VP, Worldwide brand marketing at Kodak.

'''It's Time to Smile' represents our commitment to helping our consumers strengthen their relationships and make it easier than ever to share moments and memories with family and friends.''

Kodak announced three new social media applications that are making it easier and more fun to share smiles and photos:

• Kodak Konga Line: This new Facebook application allows users to create community photo albums surrounding an event or theme. Invite friends to share their images and watch the Konga line grow.
• Kodak Smile Meter:Kodak's new Facebook application invites users to send custom smile messages to brighten a friends' day. The application maintains a running message total-the Smile Meter.
• Kodak Smile Maker: A new free iPhone application which lets users paste unique smiles over their favorite photos, then share with family and friends.