Integrated Kodak Campaign Sends Teens "Inside The WB!"

With Introduction of New Kodak Plus Digital One-Time-Use Camera, Kodak, The WB Television Network Announce National Availability of Bonus CD to Drive Awareness, Sales Among Teens

ROCHESTER, AUGUST 5, 2003 - Eastman Kodak Company today announces its partnership with The WB Television Network and "Smallville" star, Allison Mack, in an integrated promotional campaign offering teens easy access to the benefits of digital photography with the Kodak Plus Digital one-time-use camera system. Beginning this week, consumers will receive a Bonus CD highlighting exclusive content from The WB's new fall season lineup when they pick up their Kodak Plus Digital camera prints. Another part of the integrated marketing campaign involves Mack, who is launching a personal weblog today to show teens her exclusive photos taken with the Kodak Plus Digital one-time-use camera.

The WB Bonus CD: Created by Idea Connections, a promotional-marketing company with offices in Atlanta and Rochester, NY, The WB Bonus CD initiative is targeted at teen girls and is designed to drive trial and sales of the new Kodak Plus Digital one-time-use camera.

Development of the Bonus CD program began with Kodak's objective to increase brand loyalty in the teen market segment. According to Michelle Ramler, Director of Client Services for Idea Connections, the CD's promotional strategy stemmed directly from Kodak's solid market research.

"We knew this camera system has tremendous appeal to teenage girls," said Ramler. "Research showed that 44 percent of teen girls said they Âdefinitely would purchase' the camera. In our search to find a promotional partner with equal appeal, we brought in a group of teenage daughters of our own employees. We listened to them talk about what was hot with teen girls. We also got their favorable reactions to the camera, and brainstormed with them about what sort of promotional tie-in would get them and their friends excited about the camera. The WB and its shows emerged as highly popular. And in fact, the network is the ratings leader for the 12-20 demographic - so it was a natural fit."

During the August/September back-to-school season, consumers will receive The WB Bonus CD when they pick up their pictures. Designed for strong appeal to teens, the CD holds a "sneak preview" of the highly anticipated Tarzan and Jane, a new show on The WB. In addition, it offers fun photos of characters from popular existing shows including Everwood, Smallville, and The Gilmore Girls, as well as a "Then & Now" gallery of character photos from the show 7th Heaven. The feature-rich Bonus CD also offers:

"Our partnership with Kodak has provided a great platform to promote our new fall season to a very important teen and young adult audience," said Sonia Borris, Vice President of Integrated Marketing, The WB Television Network. "The Bonus CD contains samples of exclusive content like Fall show previews, photography and music, which will be exciting for new and existing fans of The WB."

The Bonus CD also will be supported in-store with point-of-sale materials, including merchandiser displays, tent cards, shelf wobblers, radio scripts and ad templates, created by Idea Connections.

Allison Mack's Weblog: According to Forrester Research, Inc., approximately 23 percent of youth ages 13-22 are publishing or updating Web pages weekly and according to a survey conducted for Kodak by the leading web destination for teens, Alloy.com, over 70 percent of teens would like to be able to get digital pictures without having to purchase a digital camera. To this end, one unique component of The WB and Kodak partnership includes a weblog, or "blog," created by Mack at www.thewb.com/allisonsblog.

Mack uses Kodak Plus Digital one-time-use cameras to give fans a backstage view into her life through this online journal, which is complete with commentary and exclusive pictures of her personal and professional life. Mack's weblog also provides teen visitors with tips on how to take great pictures and how to use photography to create their own blogs.

Sweepstakes: In addition to The WB Bonus CD and Allison Mack's weblog, teens using the Kodak Plus Digital camera from now until Oct. 31, 2003 can enter an online sweepstakes for a chance to win a grand-prize trip for four to visit the set of a show on The WB Network. One hundred second-place prizes will be awarded, including T-shirts from The WB and Kodak Plus Digital one-time-use cameras. A link on the Bonus CD makes entry fast and easy; consumers can also enter to win through Allison Mack's weblog.

More About The Kodak Plus Digital Camera System: According to the teen survey conducted by Alloy.com, 86 percent of teens say they enjoy sharing their pictures via e-mail but also want traditional prints for their scrapbooks and picture frames.

"Teens want to chronicle their lives with pictures. Digital pictures are a great way for teens to express themselves creatively and share their experiences with friends," said Susan Brock, Product Manager, Consumer Imaging, Kodak. "Kodak Plus Digital cameras give teens the ultimate solution for enhancing and sharing their pictures online, while enjoying the benefits of traditional prints, too."

The Kodak Plus Digital camera system helps teens "say more" by making every picture they take digital. With the Kodak Plus Digital camera, teens can instantly find fun and easy ways to e-mail, enhance and get creative with their photos. Plus Digital offers many of the benefits of digital photography with the flexibility, convenience and quality of a premium Kodak one-time-use camera.

Teens using Kodak Plus Digital cameras do not have to change the way they take their pictures. They simply take the camera to any retailer that offers Kodak premium processing and check the box for "Prints Plus a CD." Each Kodak Plus Digital camera is processed using new Kodak Perfect Touch processing, which individually scans and corrects each picture to reveal more vibrant colors, richer detail and fewer dark shadows than with standard processing“before the photos are printed. Teens then pick up their pictures and automatically receive a Kodak Picture CD containing their digital images at no additional charge. Now, they can instantly e-mail, enhance and be creative with their pictures.

Sell-in for the Kodak Plus Digital camera promotion has gone extremely well, according to Brock.

"The obvious appeal and potential of The WB promotion has not been lost on retailers. Many retailers are taking on floor merchandisers and dedicating prominent shelf space to the new camera. We're confident this promotion will be highly successful," said Brock.

The Kodak Plus Digital one-time-use camera system is available nationally and retails for $9.99-$11.99, which includes the price of the Kodak Picture CD.

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Media Contacts:
Sha'Nia Dickerson, Kodak, 770-522-2764, shania.dickerson@Kodak.com
Steve Everett, Ketchum, 646-935-4170, steve.everett@ketchum.com

(Kodak and Perfect Touch are trademarks of Eastman Kodak Company.)

For additional information about Kodak, visit our Web site at:
www.Kodak.com