Allying Your Product Brand with Other Players May Enhance TV Pick-Up

In the TV product promotion arena, starring roles are the most coveted, but ensemble casting often proves to be a shrewder move. Polaroid's I-Zone instant pocket cameras were hot gift picks for kids
during the 1999 holiday season, but instead of vying for five minutes of airtime, Polaroid's media relations team opted for a more modest two. Tapping the services of D S Simon Productions in New York,
the company hopped on board a co-op satellite media tour set to air live Dec. 9, and shared the spotlight with products from Humongous Entertainment, Fisher Price, Nickelodeon, Sesame Street and National
Geographic.