POLAROID MAKES MILLENNIUM INTO A PHOTO OP VIA NAT'L TOUR

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Marketer: Polaroid Corp.

Effort: "Polaroid in Pursuit Road Tour."

Agency: in-house.

Twist: Getting a jump on millennium fever, Polaroid is hitting the road in a 34-foot motor home, targeting young consumers to promote its newest instant films. Polaroid will lend its instant cameras to young adults at outdoor events, public areas and nightclubs across the U.S., inviting people to take their own photos to capture the moment. Afterward, Polaroid will cull 2,000 photos from the tour to create a visual record of the present time. The photos will be placed in a time capsule designated for opening in the year 3000.

Vital statistics: Polaroid is visiting 12 cities between May 20 and July 2, giving each consumer who visits the motor home a 10-exposure pack of Polaroid's newest instant films: AlterImage, Platinum and Black+White. Each participant will be asked to donate at least five images to the effort.

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