A new Eastman Kodak Company promotional campaign created by Eric Mower and Associates (EMA) sped into action in March. NASCAR fans and Kodak customers making photo prints at any one of the 15,000 participating Kodak Picture Maker kiosks nationwide can collect one of 11 souvenir NASCAR photos. In addition, the kiosks and collectible prints will direct consumers to participate in an online sweepstakes that offers prizes ranging from NASCAR jackets and helmets to the grand prize, a behind-the-scenes experience at an upcoming race.

EMA created the campaign to generate brand awareness for Kodak Picture Maker. "This campaign marks the first time that Kodak is offering Ôprint on demand' souvenir images at the retail kiosks," said EMA's Tom Armentrout, senior partner. "It's our goal to not only create excitement for the racing season and boost Kodak sales, but also to support Kodak's long-standing association with NASCAR."

When the Kodak Picture Maker is idle in stores, a looping video produced by EMA will encourage consumers to print out collectible photos and enter the online sweepstakes. EMA also designed in-store advertising, posters and tear-cards to help stores promote the campaign. In addition, a free-standing insert with Kodak coupons appeared in March 13 newspapers nationwide to generate consumer awareness.