MARKETERS DRAWN TO IN-STORE ENTERTAINMENT: POLAROID LATEST USING VIDEO TO REACH CONSUMERS WHILE THEY'RE SHOPPING

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Polaroid Corp. is showing a commercial inside almost 2,000 mass-merchandise stores nationwide, one of the latest major marketers to target consumers where they shop.

Polaroid is showing a 30-second spot from Goodby, Silverstein & Partners, San Francisco, called "Earth Quake," in Wal-Mart Stores and Kmart Corp. outlets through Sneak Peeks, an electronic kiosk from Qorvis Media Group's PICS Previews.

MORE IN-STORE ACTIVITY

Marketers increasingly are realizing the potential of in-store entertainment fixtures, such as walls of TV screens, scattered TV monitors or audio systems. Footaction USA is among the latest retail chains to sell time in between music videos on the 24-inch color monitors that line its outlets' walls (AA, March 24).

DMX, Los Angeles, which provides in-store audio systems, has launched AdNet, a system that targets consumers in specific aisles with spots mixed into music programming. AdNet is testing at 30 locations in about five chains.

Media companies also are getting into-and expanding-the act.

Boston TV station WSBK this month opened a clubhouse at the Arsenal Mall in Watertown, Mass., where parents and youngsters can take a shopping break to watch a variety of TV shows along with advertisements.

TOUCHING CONSUMERS

"People talk about the Internet and Web, but this is an actual way to touch consumers," said Stuart Tauber, VP-general manager of WSBK.

Station officials plan to use the site for their own advertisers to conduct demonstrations and distribute samples-or to participate in celebrity appearances.

The Massachusetts station is the first TV one to sign with WellsPark Group, one of the nation's largest mall-management companies. WellsPark plans to roll out similar projects involving local TV and radio stations-as well as TV networks-at its malls nationwide.

WellsPark malls will offer the media partner space in common areas or in stores

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