PANASONIC SHARE THE AIR
DEFINE THE CHALLENGE
Position Panasonic products as the perfect accompaniment to the action sports lifestyle.
KNOW THY TARGET
Action sports fans are all about creative expression, social connectivity, and community experience.
Share the Air Web Site and Video Contest
CAPTURE THEIR ATTENTION
Sponsor the Dew Action Sports Tour for the fifth consecutive year, offering activities like athlete autograph signings, an instant-win game, product demos and camera loans.
Launch Sharetheair.net, a destination site for the action sports community with celebrity photoblogs, AST info, and a video submission contest.
CLOSE THE LOOP
The "Share the Air" ground campaign at the Action Sports Tour, reinforced by the award-winning microsite SharetheAir.net, 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.