Panasonic Share the Air
Positioning, promoting and propelling a product by sharing pipeline dreams
The challenge: Get Panasonic’s consumer products—namely camcorders and cameras—into the backpacks of young action sports enthusiasts by positioning the brand as the perfect accompaniment to their free-wheeling lifestyle.
The insight we gleaned from research was that action sports fans are all about creative expression, social connectivity and community experience, which made Panasonic’s sponsorship of the Dew Action Sports Tour (AST) a ripe opportunity for reaching the target.
It was the fourth consecutive year of the AST sponsorship, and this time, we pushed our services-oriented activation closer to the edge (in a good, adrenaline-rushing kind of way). By offering activities like athlete autograph signings, an instant-win game, product demos and camera loans, Panasonic brought together boarders, BMX-ers and their fans with a Renegade program called Share The Air, and even brought celeb skateboarder Ryan Sheckler on board. After all, getting air under your wheels is one of life’s biggest thrills—and there’s plenty of it to go around.
Prior to the tour, Renegade launched Sharetheair.net, a destination site for the action sports community with celebrity photoblogs, AST info and a video submission contest. The “Share The Air” ground campaign, reinforced by the award-winning microsite, helped raise Panasonic’s Net Promoter Score a whopping 40 points—strengthening Panasonic’s reputation as the go-to CE brand in the action sports world.