Company: Kodak Imaging Network
Contact: Camilla Bravo, Senior Director of Worldwide Brand Strategy
Location: Emeryville, CA
Industry: Photo Services, B2C
Annual revenue: Confidential
Number of employees: 200

Quick Read

Photo-storage and sharing site KodakGallery.com and digital-marketing firm EVB understand that there's a quasi-superhero side to all of us, or so we'd like to believe as we constantly attempt to cram more pursuits into a single day--a nearly universal pursuit to which many can relate.

That common experience helped the companies turn their campaign, based on OfficeMax's "Elf Yourself," into a viral-video marvel of its own. KodakGallery.com enabled users to upload their pictures and transform themselves, or family members and friends, into humorously depicted superheroes of everyday life.

Close to two million unique users took up the offer, and more than half went on to share the resulting videos with others, generating a surge in traffic and sales on KodakGallery.com.

Challenge

Formerly known as Ofoto, Kodak Gallery is an online digital photo developing service that allows users to view, store, and share their photos, as well as order prints and specialty photo products such as calendars and mugs.

Because competition in this industry has grown, with sites such as Snapfish and Shutterfly gaining market share, Kodak wanted to launch a campaign in 2008 that would "engage customers with Kodak Gallery in a new and unexpected way," said Camilla Bravo, the company's senior director of worldwide brand strategy.