Panasonic: AvoidtheRegift.com

Visit the Website: AvoidtheRegift.com

Background : Panasonic’s Cordless Telephone division was looking for a creative way to launch their new series of Custom Color Telephones during the holiday season. The campaign has to attract a large amount of people during a very busy shopping time and position the phones as the “perfect gift”.

Objective : Engage and communicate with a large audience online through viral techniques while allowing consumers to learn more about the new product line.

How : AvoidtheRegift.com, an interactive website developed by Second Melody allowed users to upload up to six pictures that were then put on dancing and singing quintessential “bad holiday gifts.” The animation also spoke the user’s name in the middle of the song. The premise of the song/animation was to encourage people to avoid these bad gifts and purchase a Panasonic Custom Color Telephone. At the end of the animation user’s were prompted to forward their animation to friends as well as post the video to websites and blogs.

Another feature of the site allowed users to match their personality up with each color of the phone. This section also prompted users to continue directly to the Panasonic website while tracking which color phone was the most popular by time spent on that page as well as click-throughs to the website.

Results : With only a short two month run during the holiday season, AvoidtheRegift.com was visited by over 29,000 unique users in over 128 countries. With over 49,000 product impressions, over 2 thousand people were driven directly to the purchase page on Panasonic.com. The site won several online awards for best site and was featured on over 50 different blogs and websites in several different countries.