The campaign also uses online videos, which are running on the Kodak Web site and on YouTube. The videos feature customer testimonials, such as a case study of Watkins Lithographic, a commercial printer.
Kodak is incorporating much more social media into this ad campaign than in past efforts.
“We realize this is the way our customers want to get information, and it's an extension of listening to our customers,” Hayzlett said.
Kodak is promoting the new campaign on its Twitter account (twitter.com/kodakidigprint) and its blog (growyourbiz.kodak.com).
It also developed a tool box it is using in online ads, running on sites including whattheythink.com and printplanet.com, that link users to Kodak's blog, Twitter account and YouTube videos.
“This is the first time we have really integrated social media platforms into an ad campaign,” Hayzlett said.
In addition, Kodak provides an online community for its Graphic Users Association, a worldwide user group for graphic communications products, where members can join forums and discuss industry topics. M