As part of its strategy to bring digital imaging into the mainstream, Eastman Kodak Co., Rochester, N.Y., is launching a print and Internet campaign promoting its partnership with Paramount Pictures around "Mission: Impossible 2." Kodak digital cameras are central to the plot line of the film, starring Tom Cruise and debuting May 24. A print ad from Ogilvy & Mather, New York, will run in May consumer magazines including Business Week, GQ, People, Premiere
, and Rolling Stone
. The ad features an image, being used exclusively by Kodak, of Mr. Cruise in the movie. The print and banner ads running on America Online aim to drive people to Kodak's hub page for the movie (kodak.com/MI2/digital), where visitors can repurpose images from the film to make personalized e-mail postcards, view Kodak's Webcast of the May 18 Hollywood premiere festivities and enter a sweepstakes to win the actual Kodak digital cameras used by the cast in the movie.
Copyright May 2000, Crain Communications Inc.