Polaroid's World of Colour by Robin Alers

POLAROID'S WORLD OF COLOUR Esma Elmarsany Robin Alers

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INDEX

Introduction 5 Polaroid History of Polaroid 7 Important product 9 Target audience 9 Polaroidâ&#x20AC;&#x2122;s world of colour The Story 11 The characters 12 Media story line 26 Business Goals 36 Scale 37 Production team 37 Reflection Robin Alers 39 Esma Elmarsany 41 Bibiography 42 3

INTRODUCTION

Who are we? Why are we here? What is the essence of life? These questions will all be answered here. Ok, maybe not the latter one. Let’s not get too philosophical here, let’s stick to that what we know and doesn’t require debating. So, time to meet the team behind ‘Polaroid’s World of Colour’! We wish to not just create a concept, but bring it to life. Our vision on stories and brands and even on society might not always be the same as what you are used to, but it is what makes our ideas stand out. Creating something refreshing, something that doesn’t just show you things, but makes you feel something. This is what we’re all about, letting people discover their emotions. Because at the end of it all, it’s emotions that give us the gift of life. With this in mind you embark on an adventure through the world of colours and emotions. ‘Polaroid’s World of Colour’ isn’t simply a concept, it isn’t just a story, it is much more than that. It is life itself. Because haven’t we all felt like we could feel only one thing at some point in life? The pain of heartache, the fear of tomorrow, the love for another. When it truly comes down to it we are all on a never-ending quest for emotion.

POLAROID

A Polaroid camera creates a print of a photo immediately after it is taken. This technique is based on the polaroid process. (Polaroid, 2017) The company Polaroid, founded by Edwin Land in 1948, has developed several of these processes. Most of which produce a finished photo within minutes. This chapter will cover some background information about the men behind polaroid, the technique, and how the brand Polaroid has developed.

HISTORY OF POLAROID Edwin Land Edwin Land was an inventor who was specialized in working with polarized light. He discovered his interest in polarized light during his first year at Harvard. During that same year, he temporarily left school to work on the creation of Polaroid - a new type of polarizer that used crystals in a plastic sheet. Finally, the laboratory would open and apply its research to light filters, optical devices and film processes.

The Idea The idea of a polaroid camera was sparked during a sunny holiday. The inventor, Edwin Land, was on vacation with his family, when he took a picture of his three-year-old daughter. She asked her dad: “Dad, why do we have to wait so long for the photo?”. The inventor happened to be a physicist and owner of a factory that produced a new type of polaroid plastic. When his daughter raised this question, the idea arose of having a camera that could create pictures on polaroid plastic, the same instance they were taken. ’In 1947 Edwin H. Land announces his invention of the instantpicture process, the first one-step dry process for producing finished photographs within one minute after taking the picture, at a meeting of the Optical Society of America on February 21’’(Asc .n.d.)

The polaroid camera was invented in 1950 by Edwin Land. He was the owner of a factory that developed products that were based on polarized light. With the polarization filter, the Land factory made sunglasses, microscopes, products for photography and after 1950 also polaroid cameras. Polaroid cameras quickly became popular, and the technique of polaroid cameras continued to develop. Nowadays, the Polaroid camera no longer works with polarized light. Its name, however, did not change. But it did retain its name. Polaroid, the ever-hypermodern way of shooting pictures where the photo rolls straight out of the camera and you can see what’s on it within two minutes. 7

Important moments in the history of polaroid (timeline) 1956 The one-millionth Polaroid Land camera, a Model 95A, comes off the assembly line on September 27. Polaroid products are now distributed in over 45 countries worldwide (Polaroid, 2017). 1963 Polaroid releases the Model 100 Land camera, the first fully automatic pack film and exposure control camera (Polaroid, 2017).

2011 Polaroid launches the Z340 instant digital camera, a fullyfunctioning digital camera and integrated printer that uses ZINK® Zero Ink® Printing Technology to instantly transform digital pictures into fun 3x4” prints (Polaroid, 2017). 2016 The Polaroid Snap Touch instant digital camera launches. Including Wi-Fi and ZINK® Zero Ink® Printing Technology, it’s become increasingly easy to share life’s greatest moments instantly (Polaroid, 2017).

1977 The Polaroid OneStep Land camera debuts. This inexpensive, fixed-focus camera becomes the best-selling camera in America, instant or conventional, shortly after it was introduced. James Garner becomes television spokesman for Polaroid cameras. Dr. Land is awarded his 500th US patent at the US Patent Office and is inducted into the National Inventors Hall of Fame (Polaroid, 2017). 1997 A modern Polaroid OneStep Express is reissued in 1997 with a rounded body and in various color options (Polaroid, 2017). 2007 Polaroid goes bankrupt because of the introduction of digital cameras to the masses in the late. However, in 2007, the Dutch company The Impossible Project decides to take over the company. And now, 13 years after the bankruptcy, it seems like the polaroid is making a comeback by introducing the digital camera. (Polaroid, 2017). 8

IMPORTANT PRODUCT: Polaroid Snap touch Instant Digital Camera This chapter will cover the product line: The polaroid Snap Touch Instant Digital Camera. Polaroid went bankrupt and the brand name and patents were taken over. At the moment the retro second hand Polaroid cameras are still very popular with the current hipsters and most instant films are still for sale. Today, the new products are mainly digital products, with instant experience. (Jonge, 2016) This new Polaroid Snap is a nice mix of very basic digital photography and an analogue built-in printer. The sensor in the camera is a 10 megapixel cmos chip of 3.4x4.5 mm. A display on the back is missing and the optical viewfinder gives you more or less what you are going to photograph. A bit of a digital lomo camera, with a small installation printer. (Jonge, 2016)

different color settings: black and white, color and retro polaroid. The camera has no manual focus, and the flash turns on automatically too. You can also choose between a normal and a Photo Booth recording, which allows you to combine two shots in one photo. It even features a 10 second self-timer for the popular selfies. (Jonge, 2016)

TARGET AUDIENCE This chapter will cover what the target audience of the brand polaroid looks like these days. - According to Simmons Study of Media and Markets, 3,881,000 people ages 25-54 own a Polaroid camera (Filpo, 2015). - According to Simmons Study of Media and Markets, 58% of all Polaroid owners are female (Filpo, 2015). - According to Simmons Study of Media and Marketing, 71% of Polaroid owners enjoy spending time with their families (Filpo, 2015). â&#x20AC;&#x192;

Digital When you insert a MicroSD card into the Snap, your recordings will not only roll out of the printer as soon as you press your shutter button, they will also be saved to your memory card. Depending on the colour settings, the 10 megapixel pictures have a real lomography look. This not only has to do with the sensor, but with the construction of the lens as well. This makes the camera not suitable as a replacement compact, but especially as a real fun camera both in print and in the pictures (Jonge, 2016). Settings The Snap hardly has any settings, which makes it ideal for children. Its playful look adds to this. You turn on the camera by opening the optical viewfinder. Then you choose from three

POLAROIDâ&#x20AC;&#x2122;S WORLD OF COLOUR

The history of Polaroid shows that it first began with the spark of interest, adventure sort to say. With the inventor’s daughter wondering why she couldn’t see a photo that was just taken of her and, of course, the inventor himself who went out to try something new. Nowadays Polaroid shows a wide range of products, fitted for different target groups. This dynamic is underlined with the colourful logo that the company has. Based on these findings we started to create our story. ‘Polaroid’s World of Colour’ is an adventurous and fictional take on life. Seeing that the quest for adventure is important and the use of colours we decided that our tale needed to headline these two sections. We needed to tell a story that would glorify adventure and where colour would be of the utmost importance. The six main protagonists in our tale are followed in their quest to regain emotions again. This is the tale of ‘Polaroid’s world of colour’.

THE STORY Six best friends meet an evil sorcerer called Odious. The malevolent sorcerer wins the friends’ trust and before they realise they have been tricked and are in danger, he places a curse on them; taking away all their emotions. Except for one. The emotion that is most dominant within their character remains. He tells them he has a desire to rid the world of all emotions and that he will return once he is powerful enough, before he vanishes. The friends try to warn every one of the danger that lies ahead, but no one listens. Because of their lack to show all emotions the group is now seen as ‘different’ and they are forced to live as outcasts. Time goes by and the group never sees any other living creature again. They await the day that Odious will return to fulfil his nefarious plan, when suddenly a stranger visits them.

This visitor tells them his name is Halim and that he is there to help them defeat Odious. The friends don’t believe the man and refuse his help, already certain that they have lost, but Halim gives them each a chest. Each chest contains a different coloured camera. He tells them that these are not just ordinary cameras, they possess the power to seize and capture an emotion’s energy. He continues by saying that the only way they can lift the curse and defeat Odious is if they each capture the pure energy of their core emotion. When they have done this they need to find the evil sorcerer and capture his energy in all six of their cameras. Only then will they be freed of the curse and save the world from Odious’ evil plan. The friends don’t trust Halim, but when one of them takes a camera out of the chest and takes a photo of the group they are astonished by what happens. The camera instantly develops the photo, but instead of it showing the group, it reveals a mix of colourful lights floating in the sky. Halim tells them that each camera’s colour represents their emotion and once only that colour appears as energy in the photo they have captured the pure energy of that emotion. Before they can ask him anything else Halim disappears. Confidently the friends set upon their adventure to save the world.

THE CHARACTERS The characters have been carefully chosen in their emotion, name and colour. Some gut feeling and knowledge were combined to create interesting characters. Not to forget that the group together would have to feel dynamic. Colours are important to Polaroid and looking at their products we noticed a very colourful line of cameras, the snap touch cameras. Six small cameras that all showed a different colour. This inspired us to create the six friends in our story, with every colour representing an emotion. We chose the emotions of: anger, happiness, love, fear, pride, sadness. After this we did some research on the camera colours and their meanings and combined the right colour with the right emotion. It has to be said that these combinations donâ&#x20AC;&#x2122;t only come from findings, but also gut feeling. As we felt it to be important to have our own emotions play a role in creating our characterâ&#x20AC;&#x2122;s emotions. stranger visits them.

BOOMER

Boomer is a man and represents the emotion of anger His main colour is the colour black. This colour stands for power and can be very intimidating (Olesen, Black Color Meaning the Color Black, sd). Rebecca Gross also states that the colour is powerful and “To be taken seriously.” (Gross, sd). With the word ‘power’ reoccurring it was clear that this colour had to represent the emotion of anger. His name is derived from the word ‘boom’, which is literally defined as ‘loud sound’. Boomer is a very strong personality both physically and mentally. Though he is loyal to his friends, and their cause, he can be quite rebellious. This is mainly due to the fact that he is a dominant character, but is not the leader due to his impulsive behaviour. His anger and power makes him protective of his group in a physical way, but also ensures that he can lose control of himself.

Fears - Fail to defeat Odious - Losing loved ones/losing in general - Showing weakness Behaviour - Very dominant, but is not a leader and doesn’t act to be a leader - Can be rebellious and undermine authority - Acts before he thinks - Problems containing anger, high temper - Incredibly protective of people he cares about Key values - Passion - Strength - Rebel - Power

Boomer has a very strong connection with May (fear). Because she can get frightened he wants to protect her more than any other member of the group. Hopes - Save his friends from the curse - Destroy the evil sorcerer Odious and have his revenge - Break the curse Looks - Tall - Short hair - Strong physique - Black jeans - Black sneakers - White long sleeve shirt with emblems on them 15

Joy

Joy is a woman and represents the emotion of happiness. Her colour is the colour pink. This colour stands for compassion, caring and love and is associated with giving care and understanding (Olesen, Black Color Meaning the Color Black, sd). It also represents sweetness and innocence (Empowered by Color, sd). This colour is one of the colours where our emotion had guided us the most. The findings showed a form of purity and innocence and we felt this to be very strongly connected with the emotion of happiness. Her name literally means ‘great happiness’. Joy is a positive and strong personality who is extremely loyal and trustworthy. She is very optimistic and thus always keeps fighting to achieve her goal. She has a very good sense of humour and likes to joke around. Her happiness does make her impulsive; though she’s quite smart she tends to act before she thinks. Her positive attitude and optimism can result in naivety and lead the group to more treacherous places and people.

- Light blue jeans - Pink shirt Fears - Fail to defeat Odious - Loss of friends - Not being able to help Behaviour - Prankster - Happy - Positive - Impulsive Key values - Positivity - Creativity - Carpe diem - Purity

Joy has a very strong connection with Dolores (sadness) because Dolores can get very sad and Joy is the opposite she always looks out to cheer her up. Hopes - Helping others - Break the curse - Make the world a better place Looks - Small - Blonde hair up to her shoulders - Cute and good looking - Glasses - Pink sneakers

AMORE

Amore represents the emotion of love. His colour is the primary colour red. Red is a strong colour and is associated with lust, passion and sex (Olesen, Red Color Meaning the Color Red, sd). The colour is furthermore an energizing colour and strong-willed (Empowerd by Color, sd). The colour has more to do with lust and sex than love (Empowerd by Color, sd). This showed that love isn’t necessarily linked with red, but our gut feeling still felt a strong connection. For lust, passion and sex felt very much combined with love for us. Thus we decided that this passionate colour should represent love. Amore’s name derives from the Italian language and means ‘intense love’. Amore is an extremely passionate and loving person. He is supportive and protective of the people he loves and is very much loved by people himself. Beauty is very important to him and grabs his attention. Though very loving, he isn’t the smartest of people and often drifts away from the group. He is extremely impulsive, acting almost always on his desire for passion. This same impulsive behaviour, intuitive at times, also leads him to be selfish at times.

- Red sneakers - Black and red collared shirt, top two buttons unbuttoned - Black jeans Fears - Losing loved ones - Fail to defeat Odious Behaviour - A bit stupid - Acts before he thinks - Incredibly charismatic - Very loving and caring Key values - Love - Support - Passion

Amore often clashes with Boomer. He’s also drawn to Joy a lot, as he sees her happiness and optimism as a very passionate thing. Hopes - Impassion everyone around him - Meet new people to love - Break the curse Looks - Average height - Dark, long hair - Extremely good looking

MAY

May is the character that represents fear. Her colour is blue. It is a calming colour and is strongly connected with intelligence and creativity (Olesen, Blue Color Meaning the Color Blue, sd). It is also an honest colour and reliable. The colour has need for order and seeks direction (Empowered by Color, sd). Blue isn’t directly related to fear, yet the term ‘feeling blue’ does show a correlation with feeling depressed. The intelligence and seeking order also helped with our decision, as we felt that someone whom is fearful would seek for order to limit that feeling. The name May is very intuitive and has no meaning that correlates to the emotion, but we felt it to be a very strong name, fitting the colour. May is an incredibly intelligent person who is very thoughtful. This makes her one of the creative forces in the group, as she tends to think and plan in her head, usually helping her and her friends forward. She is very sharing and has a strong opinion. She often shares her fears and ideas with the group, which can be relatively annoying to others. While she’s extremely intelligent she is also pessimistic and often accepts situations as they are. It isn’t until she is forced by something or someone that she starts to look for ways to better a situation.

- Long blue skirt - White top - Bright, earth toned shoes Fears - Almost everything new - Making mistakes - Fail to defeat Odious Behaviour - Pessimistic - Very thoughtful - Strong opinion - Talks a lot - Incredibly intelligent Key values Sharing Cynical Accepting Intelligence

May has a special connection with Boomer in the sense that Boomer is very protective of her. She also tends to look for guidance towards Hugo (pride) as she looks up to him. Hopes - Doing the right thing - Break the curse Looks - Small height - Brown hair, just above shoulders - Average looking

HUGO

Hugo is the leader of the group and has the core emotion of pride. His colour is white. This colour is associated with pure and good. It’s considered to be a ‘clean canvas’ and leads the way for other creations (Olesen, White Color Meaning the Color White, sd). White shows purity and intelligence, our gut feeling combined these forms with the emotion of pride. We felt that someone who constantly feels pride has a need to always excel and thus has to be very intelligent. The name Hugo stands for intelligence and a bright mind (Wikipedia, sd). Hugo is a very intelligent person who always thinks before he acts. He shows a lot of mental and physical strength and is the natural leader of the group. He never gives up and is loyal to his cause, making him very ambitious. His intelligence and rational mind make him a strategic thinker. His pride makes him a charismatic fighter, which is inspiring to others. It also makes him vulnerable as he can be selfish at times, knowing that sacrifices are sometimes necessary to advance. This can lead to him not seeing clearly that there are other ways that lead to Rome. His need to shine also often results in him being unthankful, as he feels that he has failed whenever he needs help from others.

- Average looking - Glasses - Dark jeans - White sneakers - White collared shirt, top button open Fears - Not to be taken serious - Losing - Showing weakness - Fail to defeat Odious Behaviour - Born leader - lever and very thoughtful/strategic - Dominant, but open - Rational - Feels responsible and takes responsibility Key values - Intelligent - Leadership - Win - Inspire

Hugo is very attracted to May, wanting to protect her as he sees her as someone who can excel, but is too afraid. He also clashes with Boomer, as they are both every dominant. Hopes - Save the world - Break the curse - Inspire others Looks - Average height - Blonde, wavy hair, short

DOLORES

Dolores emotion is that of sadness. Which is shown in her colour purple. Purple is a noble colour and allows people to connect with their deepest thoughts (Olesen, purple Color Meaning the Color Purple, sd). It represents imagination and thus has a need to escape reality (Olesen, purple Color Meaning the Color Purple, sd). This colour shows that it is very introspective and in touch with itself. This made it feel like it would connect very well with sadness. Dolores as a name comes from Spanish and means ‘sorrow’ (Behind the Name, sd). Dolores is quite a shy person. Even though she’s quite clever she rarely speaks her mind and often closes herself in. When she does speak her ideas and words usually help others massively and benefit the group. She is very helpful as she doesn’t want to stand in the way of others and doesn’t want others to feel what she feels. This also makes her insecure about her thoughts and actions. She is difficult to persuade and lingers away from the group to protect them and herself from pain.

- Purple dress - Black shoes Fears - Losing everything - Fail to defeat Odious - Lose friends Behaviour - Thoughtful - More about thinking than acting - Clever - Submissive - Helpful Key values - Passion - Strength - Carpe diem - Power

Dolores has a strong bond with Joy, as she wants to feel as she feels. A feeling that can sometimes result in a form of jealousy. She also feels strongly connected with Amore, she finds his exorbitant manners and actions very intense and impressive. Hopes - Break the curse - Find happiness - Help others Looks - Average - Long, dark and curled/wavy hair - Beautiful

MEDIA STORYLINE Our story will consist of five different media. Every medium we use has a different role in the story and explores a different part of the transmedia campaign. With a strong online appearance as well as a vivid and interactive physical presence. The five media forms are structured in four different stages. The stages 1. The Beginning The stage where the world is introduced and all of its characters and become Followers. 2. The Exploration The stage where Followers of the story become Participants and interact with the world and characters. Creating both the character storyline as well as creating their own storyline. 3. The Return The point where Participants become Ambassadors and return to the start of the story to retrieve new information and gain new experiences. 4. The Memory The final stage where Ambassadors are turned into Heroes.

If someone starts the story at stage four then that person would miss out on background information. This information isn’t vital to their starting stage, but someone who has gradually gone through the stages has more understanding of the story world and characters. To reach the levels of Participant, Ambassador and Hero that person must first have gone through the stages before it. So someone starting at stage three isn’t instantly a hero, they must have first gone through stages one and two to become a hero of the story. The media The five forms of media that we have chosen are: Animated short movie Hashtag Tale Instagram Story Packaging Story World of Colour Album

The Beginning The Exploration The Exploration The Return The Memory

These four stages tell what form of medium offers which type of information for the storyline. The story doesn’t have to be followed going from the stages in numerical order and could be followed in any order possible, but it does represent a way of exploring the story world in which the story is experienced in the best way possible. For example:

Animated short movie – The Beginning

Our (desired) starting point for the transmedia story campaign is the animated short movie. Though it isn’t necessary for people to start to follow the story at this point in the campaign, it does set the tone and introduces all characters as well as the story world. In this section we will explain why we chose an animated short film, how we use it in our campaign and how viewers will migrate to a different section of the story. Why? The decision to use a short movie is because visual content is 40 times more likely to be shared and has 94% more views (Spindler, sd). This means that a visual way of telling the story, rather than in the form of a book, would result in a higher reach. Besides these advantages we also feel that this story needs to be introduced and told in a visually appealing way. Polaroid is a colourful and dynamic brand that focuses on visuals and sells cameras. A film offers a more dynamic approach and a clearer use of colours than other forms of media. Choosing to animate it also offers more possibilities in character design and more control in environment and colour usage. Ensuring that the world looks exactly as it should look. How? The movie will be an animated short film of roughly ten to fifteen minutes long. It will be dispersed via Polaroid’s social media channels, mainly via Facebook and YouTube. Polaroid have their own YouTube channel, but another interesting way to reach more people is to partner with other channels. This can be done via channels such as CGMeetup and The CGBros. These channels already have a combined subscriber list of over two million, increasing the reach of the video and expanding it to people who might not have heard of Polaroid yet as well. The video can also be submitted to film festivals such as SIFF (Seattle International Film Festival), Cannes Court Métrage and the Sundance Film Festival. By doing this the film

will reach as many viewers as possible and has a chance of generating more media attention, spreading the story to an even bigger audience. The film is intended to be the starting point for the campaign. It will basically tell the entire tale as mentioned before in the section ‘The Story’. It begins with the friends meeting Odious and being cursed, then it follows them as they get outcast and meet a magician that offers them six magical cameras. The tale ends when they set out to travel the world and find the energy of their emotions, but this isn’t when the movie ends itself. As one of the migratory cues is set at the end of the film. Migratory Cues The ending will see the friends going out of their outcast world, moving into the real world, towards adventure. The camera will follow them and go out of the cave in a swift motion, until everything flashes by so quickly that the screen turns black. The film then fades in again and it slowly moves out of a camera lens to reveal the six – real, not animated - cameras next to one another on a shelf. A hand is seen to grab one of them and the screen instantly turns black, a hashtag appears on screen. This ending instantly reveals one of the other (interactive) storylines that follow this transmedia campaign, namely the Hashtag Tale. This is a major migratory cue, but it isn’t the only one. The description on the social media channels will include a link to Polaroid’s Instagram, Polaroid’s World of Colour Instagram and links to the Snap Touch cameras. This way people can jump into the ‘Hashtag Tale’, but also can also go to the ‘Instagram Story’ and ´Packaging Story’. It doesn’t matter to which storyline they migrate, as each one will reveal something different of the story world.

THE STORY BOARD

Hashtag Tale – The Exploration

The ‘Hashtag Tale’ is one of the stories that creates itself by both Polaroid as well as Polaroid users or even just followers of the story. It is an interactive part of the transmedia storytelling campaign. Why? Hashtags are important in today’s marketing society and can have a big impact on building brand name recognition (Martin, 2016). By using hashtags in our story we can implement an important part of social media marketing into the transmedia campaign. Implementing this ensures that people engage with our brand more as well as with our story, as a result our brand has a higher possibility to grow. How? This is one of the interactive parts of the transmedia story campaign. The campaign will introduce one main hashtag and six separate hashtags. The main hashtag will be: #PolaroidWorldOfColour The six separate hashtags will be: #BoomerSnaps #JoySnaps #HugoSnaps #DoloresSnaps #MaySnaps #AmoreSnaps The hashtags will be used for photos that both Polaroid as well as people/users share on their social media. The main hashtag will be used with every photo, one of the six separate hashtags will tell what type of emotion is captured in the shared photo. This way people can identify strongly with one of the six characters and share their own emotions, adding an adventure to the story of the character. But it doesn’t only add

to the story of the character, it also lets them create their own story. A story that shows the answers to the question: “What if I was cursed by Odious?” People now go out on an adventure themselves to capture the pure energy of emotions, as if they were the ones cursed by the evil sorcerer. This section of the transmedia campaign ensures that people not only add to the character’s storyline, but they simultaneously create their own story within ‘Polaroid’s World of Colour’. As a result their engagement and involvement with the storyline is much higher, as they feel involved themselves. It also instantly introduces new characters to the storyworld, as people become a character themselves, that could play a role in other tales later on. Migratory Cues The ‘Hashtag Tale’ takes place on social media and thus in Instagram, meaning that the entire storyline could serve as a migratory cue to the ‘Instagram Story’. When Polaroid shares photos on their own Instagram they can tag the separate Polaroid World of Colour Instagram page, this means that every post Polaroid puts out acts as a migratory cue.

Instagram Story – The Exploration

One of the other digital and social focused storylines of the transmedia campaign. The Instagram story takes place on a separate Instagram account called Polaroid World of Colour. This is the account on which every photo of the story will be shared. Why? Instagram has around 800.000.000 active users (Statista, 2018). This makes it a hugely and world-wide popular social media channel. It is focused on photos and pictures and thus is very much aligned with our story as well as Polaroid as a brand. Because of its popularity and its content it is extremely important to include a story on Instagram. How? Our Instagram story will be followed on a separate channel from Polaroid’s existing one. This to ensure that our story has the complete freedom to move and to ensure that we tell our story the exact way we wish to tell, without viewers also seeing other content that has nothing to do with the storyline.

and shows a different emotion that matches this story. Slowly the Instagram feed will turn into a digital photo album which contains a collection of photos taken by characters in their adventure around the world. Migratory Cues Much like the ‘Hashtag Tale’ this storyline serves as a migratory cue with every photo that is shared. Every description includes a story from one of the characters/cameras and every photo also has the camera in the frame, as if it were a logo. It might not necessarily be a direct link to other story lines, but it will trigger curiosity amongst viewers about the camera and the story. The direct link to other stories will be created in the form of a clickable link in the biography of the page, this will link people to the Polaroid website where they can buy the cameras and the ‘World of Colour Album’.

The Instagram story basically follows the six friends after the short movie, it follows their adventure around the world. The photos shared there will have a short description, explaining something about the picture people are looking at. The picture itself will have a coloured edge around it, this shows which emotion the photo represents and thus which character has taken the photo. As a result every photo tells a different story and shows a different emotion that matches this story.

INSTAGRAM POSTS

Packaging Story – The Return

This is one of the two physical storylines and is only accessible if people buy the camera. Though it is intended to be one of the last storylines people go through it isn’t necessary and could even prove more interesting as one of the first storylines, because it delivers more background information about characters and the story world. Why? Packaging usually tends to be a simple box showing specifications about the camera and protecting it. This makes it something that just stands in the way of you and the product itself. It’s a barrier we wish to break, the box itself should be part of the product. Our main focus so far has been on a digital appearance, but people need to be drawn to the story outside of a digital world as well. Because people can take photos of their actual lives they create something physically and share it digitally. There is no extension of the story outside of the digital walls. To expand our story and reach people in the “real world” as well as the digital world we chose to include a storyline on the packaging of the Snap Touch cameras.

The story gives background information about characters that they didn’t know before. It reveals new information, insight and answers some questions, but also raises other questions. The background story to all the characters is something that is never told and this story reveals hidden meaning. Migratory Cues Apart from the story about the character and the camera the box also has the hashtag on it that matches the colour. For example, a white camera would have the hashtag #HugoSnaps and a purple one the hashtag #DoloresSnaps. Alongside with the hashtag it also says to “Follow Polaroid’s World of Colour”. Both link back to different parts of the story, as the socials will have the short movie, but also the ‘Hashtag tale’ and ‘Instagram Story’. Because the latter two are a continuing story, the link back doesn’t matter and will only result in them checking up on those stories again. The migratory cue back to the short movie can also have a positive impact, as people who have bought the camera without having followed any storyline are suddenly shown this story and drawn to it. Also on the box is a picture of the ´World of Colour Album’, a product that’s a story at the same time.

How? The packaging of each camera will have a story about the matching character on it, revealing background information about the character, rather than the bigger storyline of the whole group. It also tells a short story about the magical powers of the camera itself. These stories have never been told in other media and reveal something very personal about the character. Using the packaging to tell a story makes it much more mysterious and personal, as only one person (or one family) that bought can read the story first (after which it can be shared online). This creates a bond with the camera, character and the story world. 33

World of Colour Album – The Memory

This is the story in the final stage. Much like the media forms and stories told in the Exploration stage this part of the storyline is very interactive. Unlike those two types of media however this is a very personal storyline. At this stage they are so intertwined with and dedicated to the storyline that they become the “heroes” of their own World of Colour. Their story will be shown in this photo album. Why? Polaroid sells cameras, cameras that can instantly print photos. It seemed a logical step to take for us to include a photo album as a part of our transmedia story. Not only does it introduce a product that can create more revenue for Polaroid, but it also plays a vital part in the story.

Migratory Cues Though the album is the final stage of four this doesn’t mean the story ends. Because people continue to live their lives, take photos, feel emotions, create memories, share stories this album links back to stage two. Here they can share their photos again with the ‘Hashtag Tale’ or go back for inspiration to the ‘Instagram Story’. The album won’t link directly to any other medium as it will only have one text on the cover. Polaroid’s World of Colour

How? The World of Colour album will be a fairly simple and straightforward photo album, but it won’t be built up like a regular photo album. Where they are just folders you can put in photos and build up memories this album contains of coloured holders and folders. Six different colours, like six different characters. Here people can take photos with their camera and put that photo with the right emotion/colour. Making the photo album not just a book with memories, but a book with stories and emotions. Instantly people can see what emotion they feel with which photo. They can also write a short story that describes the photo below the holders, making this album their own World of Colour. This album gives every single ‘Hero’ a prize, or something to show for. It is something that has a lot of value to them. They can share and show their story to their loved ones whom, in return, can be inspired by this and go on their own quest to become a ‘Hero’. Thus making them another character in the storyworld.

BUSINESS

GOALS This chapter covers what our economic, artistic and practical goal looks like and the KPI. We used many different social media channels and that is why we have different goals. Keep in mind that it’s about an international campaign. What is the economic goal, from the brand’s point of view? To increase the sales of the Snap Touch cameras with 5% within a year after the start of the campaign. What is the artistic goal, from the creative team’s point of view? - Polaroid will gain more brand recognition and a strong(er) brand image. - Polaroid becomes one of the top three, most popular camera brands. - Win an award at Cannes Court Métrage film festival with our short movie. What is the practical goal, from the user’s point of view? People will have a camera with which they feel connected ensuring that they feel comfortable to open up to their emotions.

KPI matrix, Key Performance Indicators Current numbers

Wanted results

Facebook likes Polaroid

286.000

1.000.000

Facebook short movie reach

5.000.000

Instagram followers Polaroid

263.000

500.000

Instagram followers Polaroid world of colour

100.000

Hashtag tale

50.000

YouTube subscribers Polaroid

6100

10.000

YouTube video views 1000 channel Polaroid

8000

YouTube video views 2.000.000* channel CGMeetup

1.000.000

YouTube video views 4.000.000* channel The CGBros channel

2.000.000

Website unique visitors

Increase of 30%

Sales Snap Touch cameras

Increase of 5%

Filmfestival

Win award at Cannes Court Métrage

* average of the viewing figures

Real results

Succes?

SCALE In this chapter I will explain why we choose for an international campaign instead of a national campaign.

activate it more we created a story on the package of the polaroid camera and the world of colour album. For this we need a creative design agency who can create content and design the world of colour album.

Polaroid has been trusted worldwide for over 75 years and is best known for its ground breaking readymade photography since Edwin Land invented the first made camera in 1943. Polaroid is known worldwide. That is why we are going to focus on an international campaign that will put Polaroid back on the map. In addition to we have chosen for different international social media channels. For example, Instagram, Facebook and YouTube. Channels who operate internationally. Furthermore, or report and campaign will be communicated in English.

PRODUCTION TEAM In this chapter I will explain how the production team will look like. To set up this Transmedia Storytelling campaign we need different experts. We need experts like a online marketer to maintain the Instagram, website, YouTube channel and Facebook participants. And to see if our target group searches online for our services and solutions, to search which search terms our target group use, to investigate how big our competition is and to analyse what our current situation is. With that we mean how many visitors does the website, social media have and is it user friendly. We also need a video producer who can translate our story in image and sound in collaboration with a specialist in film, animation to make or short movie, and to translate or message into an effective and useful animation. Also, we need a social media expert that has the knowledge about how to activate our campaign on social media, who can use social media to make our campaign successful and who can place content on social media. To

REFLECTION

Reflection - Robin Alers

The advanced course was very interesting and entertaining, it was a lot of fun to create our own concept within transmedia storytelling and thinking about the campaign. Though overall I feel that the lack of time (only six weeks and all the other courses that were running at the same time) made it necessary for us to leave ideas out of our concept. Ideas that we would have implemented if it were a project that ran for a longer period of time e.g., minor, semester project. In the end it was still a great experience. Personal reflection This course has given me new ideas and insight into marketing and communication. The power of storytelling has always been something I believed in, but because of this course I believe in it even more. I even dare to say that I feel transmedia storytelling should be implemented a lot more often by a lot more organisations. There is however a few things stand out more than others. - How to create the basic foundation of characters (hopes, fears, looks, behaviour). This way of creating a character has actually already played a role in my personal and professional life. As I am writing a book I used this simple ‘tool’ to lay the foundation of my main character. I already had in my mind what kind of person he was, but writing everything down made it become more vivid and also helps in ensuring that your character stays ‘true’ to his being. - The function(s) transmedia storytelling serves (backstory, maps the world, other perspectives, deepens audience engagement). This is something that has played a crucial role in our concept. We focused a lot in our concept to ensure that we would serve one or several of these functions. Though it wasn’t necessarily on our mind, it was definitely something I looked at personally.

on our mind, it was definitely something I looked at personally. Our campaign needed to result in more engagement, but our media needed to each add a specific thing/idea/story to our created world. This added something extra to our story and to our media. For example, our Hashtag Tale was created to really deepen the audience’s engagement, while the Short Story on the packaging mainly served the purpose of delivering backstory. Each medium had to add something unique to the story and that was something I constantly had in my mind. It is definitely something I will continue to strive to achieve in the future when creating transmedia (storytelling) campaigns. - Making a story addictive. I often see an overlap between my own career in the music industry and the things I have learned in this course. I know for example that the power of creating a hit is repetition, that’s why radio always plays the same tracks. Storytelling had the same type of things to ensure that one’s story would become addictive. Collecting and Representation were two of which I felt were particularly interesting. In a way this is something we tried to achieve ourselves in our concept. The World of Colour album where you can collect your emotions. The characters that have a core emotion which ensures that someone can see themselves. The entire story was actually created because life is, in a way, a quest for emotions. Interestingly I see that a lot of creative content is based on trying to create a form of ‘addiction’ and that each has its own way and approach. In the end I learned much more, but these three things stood out as they were either an eye-opener or something new that I thoroughly started to believe in. On a personal level I would like to add that this course has also ensured that I might see a new pathway for me as a professional as it became a very enjoyable and interesting experience. 39

Group effort I think we worked together well and our personalities matched, making it a pleasant experience. This is obviously an important factor, otherwise it just becomes a long and tragic tale of two people desperately working together to create a concept. Luckily this wasn’t the case and we had a fun time working on a fun concept. I want to be honest and say that I am actually quite proud of what we have made and come up with. I honestly don’t say that often as I am very ambitious and demand myself to achieve, but within the time that was given and considering the many (and I mean many) other assignments that we had running we have delivered a very good concept. I honestly believe that if this was something we could work on for a longer period of time it would be very interesting for Polaroid to have a look at implementing the concept. In the end we had to scrap ideas, we had to cut down everything because we simply did not have the time or resources to work out everything. We had at least a few more extra ideas which we would have liked to implement, but unfortunately decision had to be made. Which is, of course, also a part of the job and learning experience. I think we delivered a very thought through concept, with an intriguing story. It matched Polaroid from the beginning as their history showed adventure and creativity, but also their brand stands for diversity and colour. All these things combined just inspired us to create something that would implement all this. The colourful logo that they have and their colourful Snap Touch cameras which we linked to characters and emotions to create a story world and storyline. I think that was thought through, plus it instantly used their products as parts of the story which obviously means that this story could directly impact their revenue.

It wasn’t always good and amazing and I do think that there might actually be things we should have thought about, but didn’t. Negative capability, is something I find very interesting, but we didn’t implement in our story. A loss for us to be honest, because it is an intriguing strategy to ensure that our story can expand into different directions. Though our magical cameras might actually cause this effect already, this is more the result of ‘luck’ rather than thought. We also focused on the story a lot more than any other aspect, meaning that the business side was of less importance to us. From the start we said to one another that this course was about transmedia storytelling and thus we wanted to achieve this. Our belief has always been, from the moment we started, that a powerful story and beautiful story world were more important than anything else. We do realise a company needs business and maybe we should have paid a bit more attention to it, but I still think we thought that through pretty well, looking at our KPI’s. Overall I want to say that I think we delivered something cool and well thought. I stand behind our concept and our report.

Reflection - Esma Elmarsany

In this personal reflection, I will reflect on the subject “Transmedia storytelling”, the assignment and my personal experience within this group. Assignment During the classes I followed it became very clear what was expected from us. It was easy and fun to follow. We got the freedom to choose our own organization and the freedom to work alone or in a group. I was really surprised and happy to have this freedom. However, I can imagine that for some student it was really hard, because if you don’t know anyone in the course it’s hard to find someone to cooperate with and then you have to make the whole report alone what is really unfair and hard to do.

The group I think we worked together very well. We had a lot of freedom during the project and that made us very creative and open to think about which brand we want to choose, the story, what we want to tell and how we going to activate the campaign. It was a pleasure to work with Robin, he is really structured and creative, that worked really well because I can be a dreamer sometimes, but he challenges me to bring structure into it.

Personal reflecton I chose this course because I already had an interest in storytelling on its own. This is because I really like to think about concepts and a good story behind will always add more value and strengths to your concept in many ways. Before this course I never realized how long you can make your story and over how many platforms you can actually spread it. This course definitely had a positive impact on my ability to create even better and stronger concepts with the goal to spread them out over as different platforms. This course has given me new insights about marketing and communication, taught me how to use a story in different medias and how to involve customers in the story to make it interactive. I really liked to think about the story and the characters and about how we really can activate the story in real life. Furthermore, it gave me more insights about using how to combine concepting with marketing. 41

Bibliografie - Acs. (.n.d.) land instand photography Retrieved on January 1, 2017 https://www.acs.org/content/acs/en/education/ whatischemistry/landmarks/land-instant-photography.html - Admin (2013, January 25). Polaroid camera geschiedenis. Retrieved on January 1, 2017 from (http://www.diworldwide. com/polaroid-camera-geschiedenis/ - Birdhouse. ( 2011, July 3). De polaroid geschiedenis in een tijd. Retrieved on January 1, 2017 from http://polaroidnotes. blogspot.nl/2011/07/de-polaroid-geschiedenis-in-een-tijd. html - Filpo, H.(2015). Polaroid. Retrieved on 1 January, 2017 from https://eportfolio.pace.edu/artefact/file/download. php?file=62082&view=61936 - Martin, E. (2016, September 16). Ethan Martin Bukwild Guest Post Hashtags. Opgehaald van Adweek: http://www.adweek. com/digital/ethan-martin-bukwild-guest-post-hashtags/ - Polaroid. (n.d.). history. Retrieved on January 1, 2017 from https://www.polaroid.com/history Spindler, L. (sd). Visual Marketing. Opgehaald van xoombi: http://www.xoombi.com/blog/visual-marketing - Jonge, C. (2016, January 26). Review polaroid snap. Retrieved on January 1, 2017 from http://zoom.nl/artikel/ reviews/23818-review-polaroid-snap.html

POLAROID'S WORLD OF COLOUR Esma Elmarsany Robin Alers

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