Panasonic has dressed its field reps as angels who are motoring around Angel Stadium of Anheim on scooters this month spreading the gospel of its plasma TVs.
The guerrilla marketing effort is being tested in and around the ballpark to determine if it is a feasible extension of Panasonic’s Plasma TV microsite at Panasonic.com/plasma. The site is designed to educate and entertain consumers about its line of plasma televisions using the Panasonic Angels who talk up the benefits of plasma TV ownership or just do a little dance. The campaign runs through the end of the month.
If deemed successful, the effort may be rolled out to other Major League Baseball stadiums, said Renegade Marketing Group CEO Drew Neisser, whose New York City agency is handling the campaign.
The Panasonic Angels hand fans a “ticket to heaven”—containing literature about Panasonic’s plasma TV offerings, where and how to buy them (or order one from a Panasonic Angel), and information about financing and rebates. Fans can also have their photo taken with the Panasonic Angels, and the image can be retrieved at a password-protected portion of the microsite.
“The promotion was inspired by Panasonic customers who told us they were in ‘Heaven’ after their plasma TV was installed,” Neisser said. “I think the consumer response is amazing. Everyone wants to get their picture taken with an Angel, and one Angel sold three plasma TVs during a game.”
The Panasonic Angels also rode their Segways to Fry’s Electronics stores in Southern California, and though figures were not made public, Neisser said it caused a spike in plasma TV sales for the chain.
Radio remotes promoted the Panasonic Angels’ visits to Fry’s.
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