Panasonic is extending a successful TV campaign onto an online one created by Renegade Marketing - the "Color of Mystery" campaign - which uses characters from TV spots for Panasonic's plasma TVs, reports ClickZ. The TV portion of the "Ideas for Life" branding effort was created by WPP Group's Grey. Online, Renegade's work provides complicated background stories to create an interactive mystery that consumers can solve, and then use the solution to enter an online sweepstakes.
Online ads inviting people to solve the "Color of Mystery" contest will run on sites like TVguide.com, Gamespot.com, and SportsIllustrated.com. Print ads will consist of magazine inserts in Entertainment Weekly and Sports Illustrated.
The complexity of the campaign, and the time put into creating a compelling story, are what Drew Neisser, president and CEO of Renegade, thinks will make the campaign successful. "It's written as a good story that should be told," he said.
