Polaroid and Britney Spears Will Drive You Crazy.

Polaroid Sponsors 2000 North American Tour; Inks a 'Picture Perfect' Deal

CAMBRIDGE, Mass., March 3 /PRNewswire/ --

This spring and summer, Polaroid and Britney Spears will "drive you crazy!" Polaroid, creator of the number one selling I-Zone Instant Pocket Camera, will be sponsoring the award winning pop star during her 75-city North American tour from April through September, 2000.

(Photo: http://www.newscom.com/cgi-bin/prnh/19990816/PRDLOGO)

The Polaroid I-Zone, a hip little camera that takes instant mini photo stickers, is the official camera of the Britney Spears (You Drive Me) Crazy concert tour and will be used on-stage and in local market events.

"Building on our successful Backstreet Boys 'Into the Millennium Tour' last year, we're forging ahead with yet another blockbuster sponsorship for 2000," said Brian Poggi, senior vice president and general manager, North America, Polaroid. "This sponsorship is the perfect combination of music, fun and friendship - all key aspects of our target consumers' lifestyle. Polaroid is committed to giving teens and tweens exactly what they want."

In addition to Britney using the I-Zone on stage, the sponsorship includes print advertising, online promotional tie-ins with some of the hottest teen sites and exciting in-store activities.

"I'm psyched to be working with Polaroid," said pop star Britney Spears. "The I-Zone is the coolest way for me and my fans to have fun taking pictures. We can stick them everywhere."

The Polaroid I-Zone Instant Pocket Camera is the number one selling camera in the United States, according to ACNielsen data for the 4 weeks ending 2/12/2000. Created especially for teens and tweens, the I-Zone Instant Pocket Camera is designed to encourage creative self-expression and extend the boundaries of imagination. The I-Zone Instant Pocket Camera creates mini photo stickers, giving kids the freedom to take instant photos and stick them practically anywhere.

Polaroid Corporation, with annual sales of approximately $2 billion, is the worldwide leader in instant imaging. Polaroid supplies instant photographic cameras and films; digital imaging hardware, software and media; secure identification systems; sunglasses and polarizers to markets worldwide.

"Polaroid" and "Polaroid I-Zone" are trademarks of Polaroid Corporation, Cambridge, Mass., USA. Other names may be the trademarks of their respective owners.