Panasonic Mobilizes to Reach Young Bilingual Crowds

Panasonic Consumer Electronic Co. has launched a bilingual mobile marketing promotion to increase awareness among the young crowd.

The Save Your Summer, or Dale Vida a Tu Verano!, campaign targets 18-to-24 year olds and runs through Labor Day.

Visitors tour retrofitted ambulances to view the latest in Panasonic products

Tricked out ambulances—Panasonic Fun Emergency Vehicle—sare outfitted with the latest Panasonic products, including a home theater system, digital still-camera photo printer and a Nintendo GameCube. A "Rescue Team" encourages visitors to test their vocal chords at the karaoke machine, while a record documents the performance for posterity on a take-home Panasonic DVD-R disc.

The rescue teams carry a full-load of compact handheld products, such as digital cameras, portable printers and mp3 players, attached to their belts.

Rounding out the event are Nintendo GameCube contests, photos with Major League Soccer players and a sweepstakes.

Stops include Major League Soccer games and Futbolito events, summer concerts at Jones Beach in New York, the PNC bank Arts Center in New Jersey, the Verizon Amphitheater in Los Angeles, the Milwaukee Summerfest, Bonnaroo Music Festival, Panasonic retailers and other summer hotspots.

An interactive Web site www.panasonic.com/sys supports with daily instant win games, a grand prize sweepstakes and content.

Renegade Marketing Group, New York City, handles. Radio supports.