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Panasonic Launches Summer Promotion

6/10/2003 10:19:00 AM Eastern

New York - Panasonic has launched its 'Save Your Summer' bilingual mobile marketing promotion, to increase awareness of the Panasonic brand among the 18-24 demographic.

The English and Spanish language program, which runs through Labor Day, will highlight electronic products designed to boost summer enjoyment or to save summer memories. Items include digital cameras, portable audio systems, plasma TVs, and DVD-Recorders.

Panasonic has expanded the promotion, which is in its second year, to touch more consumers and to put Panasonic technology directly into the hands of the target teen audience, speak to the teenagers in English and Spanish and interact with them in their environment.

As part of the initiative, Panasonic is dispatching five-person 'Panasonic Rescue Teams,' which will be outfitted with ambulances positioned as 'Panasonic Fun Emergency Vehicles (FEV).' The vehicles are retrofitted with the various Panasonic products, including a Digital Still Camera photo printer, Nintendo GameCube and a home theater system consisting of a 37W-inch plasma TV, 22W-inch LCD TV, tower speakers, DVD-recorder, VCR, and DVD player.

Rescue teams will encourage consumers to try their hands at karaoke or 'call the game' for Major League Soccer (MLS) and record their performances onto a Panasonic DVD-R disc.

Rescue team members wear tethered belts to display compact handheld products -- digital cameras, portable printers and mp3 players -- giving consumers an opportunity to interact with the products. Additional onsite activities include Nintendo GameCube contests, photos with MLS players, sweepstakes registration and more.

Rescue Teams will be sent to Major League Soccer games, MLS Futbolito events, summer concerts at Jones Beach (NY), PNC Bank Arts Center (NJ), and Verizon Amphitheater (LA), Milwaukee Summerfest, Bonnaroo Music Festival, Veranazo, Panasonic retailers and summer hotspots. The Panasonic Fun Emergency Vehicle will be spotted in Milwaukee, San Jose, Kansas, Colorado, Boston and San Francisco.

The activities will be supported with radio buys on KSCA and KLOVE, Los Angeles for the Hispanic market, and Z-100 in New York.

The promotion continues online with an interactive web site that provides a 'Summer Saving' experience at www.panasonic.com/sys. Online activities include a daily instant win game, grand prize sweepstakes, downloadable Yahoo! IMVironment among others.