Panasonic Launches Online Tutorials to Sell Plasma Screens

Panasonic Consumer Electronics has launched an integrated marketing campaign for its series of plasma TVs. Both online and offline initiatives will demonstrate how plasma TVs enhance television viewing.

"Plasma has quickly become synonymous with unrivaled picture and sound quality," says Gene Kelsey, VP and General Manager Brand Strategy at Panasonic. "But it's the application of this advantage to other aspects of our lifestyle, beyond television viewing, that will make it a pervasive product."

But do consumers understand how different these screens are? Panasonic says no, and plans to sponsor online courses to educate prospective consumers about plasma TVs via Panasonic.com/plasma. That site houses an interactive experience that allows consumers to play with the new uses of plasma, selling through experience rather than messaging. All aspects of the online program were executed by Renegade Marketing Group, New York.