Kodak: How online monitoring influences product design, demographic targeting and celebrity endorser choice
Kodak has a core customer it calls Katie.
Katie is aged between 25 and 35. She has two kids. And, apart from everything else she does, her primary role is as her family's Chief Memory Officer. And, so integral is she to the Kodak brand, that she was the imaginary target of a new multi-platform marketing effort that began in April 2010 under the theme, 'The real Kodak moment happens when you share'.
Kodak looked everywhere in its attempts to reach out to Katie...