R&J developed a proactive media relations strategy that helped build significant buzz and momentum for Polaroid following the announcement of pre-orders for its highly-anticipated Polaroid Cube lifestyle action camera.
With growth of 37% last year alone, the action camera market is booming and, according to analysts, it’s not done yet. With that in mind, R&J engaged leading business media to position Polaroid as an innovator in the space, and highlight the company’s efforts to make Full-HD video accessible to nearly anyone. To tell that story and raise the profile for the brand, R&J secured two high-profile interviews for Polaroid CEO, Scott Hardy, where he previewed the Polaroid Cube, discussed the brand’s approach to the space, and highlighted the ways in which Polaroid brings a fresh and unique perspective to the market.
A common theme adopted by the media seems to be that market leader GoPro should be quite worried and pay close attention to Polaroid – do you think they should be?
Check out Scott Hardy on Bloomberg’s “In the Loop” and Fox Business’s “After the Bell” and give us your take.