Eco-Friendly Product with a Social Media Twist
To provide an eco-friendly giveaway for attendees of the 2016 Energy Star Award ceremony. The product was intended to generate excitement for Panasonic being named as the Energy Star Partner of the Year.
Strategy and Execution
As a major award recipient and ceremony sponsor, Panasonic had a large platform through which to communicate their commitment to sustainability. Their team wanted to be able to promote their eco-conscious efforts and produce social media messaging that could generate awareness on multiple platforms. A battery-operated personal fan was chosen as the giveaway. The fan, when operating, projected six different messages through LED lights on the fan blades. This feature allowed the team to promote phrasing and hash tags directly through the product. Panasonic gave away 1,000 fans, which were also decorated with hand tags made from biodegradable seed cards, providing another eco touch.
The giveaway was a hit. The fans were the hottest item at the ceremony. Attendees took every single one home, posted about them on social media using the fans associated hash tags, and posed with them during event pictures. It was the type of positive exposure Panasonic was looking to capture with the campaign.