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Brand Dating Agency Touchdown enables Kodak to roll out the red carpet for the LA Film Festival

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When the influential Los Angeles Film Festival (LAFF) asked TouchDown the Brand-Dating Agency™ to help find a partner to increase awareness of the event via online marketing and social media channels, they put household-name Kodak in the picture. LAFF was looking to raise awareness of their annual event, to increase traffic to the website and to benefit their travel partner American Airlines. The ideal was a nationwide UK brand partner with a variety of distribution channels. Kodak, who was looking to promote their new Playsport Video Camera, fit the bill perfectly. ‘It was a well-judged partnership that enhanced the synergy of both brands’ says Francine Sheridan, Regional Director of LA INC. The Los Angeles Tourist Board. The collaboration involved a competition to win a glamorous trip for two to the festival, flying from London with American Airlines and enjoying a 5-night stay in a 4-star hotel. 'We were delighted to be approached by TouchDown, The Brand-Dating Agency™,’ says, Social Media Manager EAMER at Kodak. The proposal considered both the match of our target audiences as well as our strategic goals. The offer of the lucrative prize - a trip to the LA Film Festival - proved to be a successful mechanism to promote our “sharing” message and the general theme of creating Kodak Moments, as well as highlighting our new Kodak Playsport Digital Video Camera, which allows the winner to document their LA adventures in Full-HD in just about any environment.’ The competition prize was made even more tempting with the offer of a VIP Express Pass (access all areas including the VIP lounge for stars and filmmakers); tickets for the Opening Night Gala and express entry to all regular screenings. Social media networks Kodak promoted the partnership by distributing press releases to their media network, banners on Kodak Shop directing customers to the LAFF competition page, and by further distribution via the social media networks, Facebook and Twitter. Now in its 16th year, the 2010 Los Angeles Film Festival offers visitors more than 200 feature films, documentaries, shorts and music videos, screened in downtown Los Angeles from June 17-27. As well as showcasing the best of new American filmmaking and international cinema for a wide audience, the LA Festival connects the movie-loving public with critically acclaimed filmmakers, film industry professionals and emerging talent from around the world. This year it celebrates the world premieres of Despicable Me, Dog Sweat, Mahler on the Couch, Circo, Everyday Sunshine: The Story of Fishbone, Lost Angels, Bitter Feast, The Twilight Saga: Eclipse and many more.

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