Last night in New York, Kodak launched its So Kodak marketing campaign with a private concert for fans who won an exclusive invitation to the kick-off of its new social network-enabled Kodak M590 Easyshare digital camera.

Partygoers were treated to performances by three of the artists featured in its new spots — singers Drake, Trey Songz, Pitbull (but not Rihanna, who appeared in a video) — which are now running on BET and MTV.

The new campaign, featuring spots directed by Chris Robinson, highlights the ease of sharing photos via Kodak's new share button to Twitter, Facebook, MySpace, Flickr, Orkut, YouTube, and Kodak Gallery.

So Kodak is coming out with a new campaign and tagline, "So Kodak," which aims to make the Kodak Moment hipper and top of mind (via the "share" button coming to all its cameras) with social media users than, say, the nostalgic branding one might associate with a 125-year-old brand (exhibit A, above).

The So Kodak multimedia campaign breaks next month and will feature a trio of musicians: Drake, Pitbull and Trey Songz. "It's a more modern description of the Kodak Moment," Steve Hallowell, marketing communications director for Kodak, tells Marketing Daily. "'So Kodak' is really a bit more active way to get to the Kodak Moment. In urban settings, Kodak is synonymous with cool, hot and worthy of sharing with others."

We'd assume that Kodak is aware that the "So Kodak" tagline has already been co-opted by the very community and demographic they're trying to target.Continue reading...