Panasonic Creates Game Around 'Lady in Red'

Panasonic is out with a game of mystery that revolves around its TV ads showing a funeral procession with a mysterious woman walking behind a hearse wearing dark sunglasses and a bright red dress under a black coat.

Players go to Panasonic.com to find clues to solve the mystery of the woman in red. Along the way they can play with a variety of Panasonic products that help find the correct answer. Players can enter a sweepstakes for a chance to win a four-day trip for two to Geneva, Switzerland, where they get a $5,000 "Swiss bank account" and safety deposit box full of Panasonic consumer electronic products, worth another $5,000.

In one print ad, Panasonic plays on the mystery theme to write copy that starts with: "It's no mystery why Panasonic is America's best-selling Plasma brand," and goes on to encourage the participants to play with the online demo to help uncover the details of the mystery of the lady in red. The promotion ends Feb. 1, 2006.

Panasonic spins mystery game and sweeps off "Lady in Red" TV campaign

In addition to the TV, a host of products can be interacted throughout the game, including a DVD recorder and a digital camera. In one scene of the game, players are asked why this beautiful woman wears a brilliant red dress. A click on an icon brings up an image of a plasma HDTV showing the TV ad of the funeral scene. Players can manipulate a magnifying glass to look closely at the details in the ad.

Any one who solves the mystery gets a Panasonic Direct coupon code good for 10% off any product when purchased from PanasonicDirect. Tabs across the bottom of the site link to more detailed information about Panasonic products.

Participants are also encouraged to check out director's cuts of Panasonic's latest commercials, view alternate endings and see scenes that didn't make it on air. Players are also offered the chance to join Club Panasonic, to win prizes and receive promotion offers and discounts.

Renegade Marketing Group, New York, handles.

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