• by Aaron Baar , October 6, 2010

For nearly 75 years, Polaroid has asserted itself as an enabler of creativity (even if that creativity was simply capturing moments as they happened in the pre-digital age). The company is launching an online initiative to continue fostering that creativity via a new marketing platform, "Made In Polaroid."

"Made In Polaroid is our invitation to the world to celebrate everything that has made Polaroid great for over seven decades and will continue to make us great for the decades ahead," Scott Hardy, Polaroid's president, tells Marketing Daily.

The platform is designed to let consumers collaborate and share content through the company's Web site, www.Polaroid.com. In large part, the Made in Polaroid program will be signified through a downloadable badge intended to identify the products, resources and experiences provided to link creativity, simplicity and surprise.

"Anyone who is a fan of Polaroid can be an active part of Made In Polaroid by joining the Made In Polaroid Movement," Hardy says. "Our new Web site launched today and (it) includes consumer-created photos that members of the movement uploaded to our site."

The Made In Polaroid badge also will be used in the company's marketing efforts. "Our shared consistent usage of the badge throughout our messaging will help us grow the brand as more and more people join the Polaroid Movement," he says.

The site also will showcase artists' creative experiences, including behind-the-scenes views of Lady Gaga (who was named Polaroid's creative director earlier this year) at an MIT creative session and an interview with Sting backstage during his Symphonicity tour. (Polaroid has signed on as a partner to help the former Police-man promote his Live In Berlin CD/DVD, which features symphonic renditions of some of his most popular hits. The Polaroid logo will be featured on the DVD packaging.)

Elements of the Made in Polaroid program include a photo-sharing link allowing for unlimited sharing and storage for photos and videos, as well as the ability to create personalized photo books, cards and gifts from those images.