Eastman Kodak Co. and U.K.-based Wheels In Motion (WIM)
are "introducing a new medium" for advertisers as they roll
out the "next generation of sports trading cards," according
to Juliana Koranteng of AD AGE INT'L. The product, called
Instant Replay, uses three seconds of film, which "rolls"
when the card is tilted in the light and shows an athlete in
motion. The first cards will be available in "limited" U.K.
markets and feature players from five soccer teams, but
cards for other sports haven't been ruled out. For Instant
Replay cards, Kodak supplies its "proprietary dynamic
imaging technology," while WIM supplies the video footage.
Advertisers "are being encouraged" to "subtly" incorporate
their logos in the new medium, and although no agreements
have been reached so far, Coca-Cola and McDonald's have been
"approached" by WIM and Kodak. WIM Managing Dir Martin
Groves: "The advertising will be subliminal, but we need to
be very careful who's linked to it. We're looking for a
global advertiser." The companies plan to name an ad agency
for a national launch at the end of '97, and talks are
ongoing to "extend the product," under the brand Digital
Replay, to other European countries, starting with France
for the '98 World Cup (AD AGE INTERNATIONAL, 9/10).
