Promoting the new line of audio- and TV systems via dance competition Силюков Евгений
Task
- To familiarize target audience with new line of audio and TV systems T-MAX - To boost products sales
Ideas and solutions
Video: https://youtu.be/rnyl8M6NswQ Brand and consumer insights In order to bring attention to the new line of Panasonic audio devices we decided to set up the marketing campaign using an exciting and funny activity - a dance competition - as its centerpiece. This format allowed us to reach various groups of the brand’s target audience: both active users of social networks fond of challenges, and bystanders who prefer to watch friends and trends. Eventually we have thrown a digital party on Instagram with T-REX dinosaur as its primary character. Communication strategy and its relevance to the established goals Since it was a dance competition we decided to bring in the most relevant bloggers with active followers base - @sofa_star and @dimamaslennikov, both featured in the latest season of Russian dance show ‘Tantsy on TNT’ (Dances on TNT TV network). Sofa and Dima recorded short dance videos using a T-REX mask created specifically for the competition, and the followers to repeat their movements. In order to participate in the competition, users were asked to publish their dancing videos, assigning a dedicated hashtag #(‘dancewithpanasonic’) and tagging Panasonic brand in comments
