With the Australian Open kicking off in the heat of the Melbourne summer, Panasonic has unveiled a consumer promotion to tie in with the flagship tennis event. Panasonic’s Australian Open Cool Moments promotion offers consumers the opportunity to win an energy-saving Air Conditioner from the manufacturer, every day for the duration of the tennis competition.
The promotion features on the band’s Facebook page and is running from 16 to 30 January. Facebook users are given the opportunity to choose between two “cool moments” (in the form of videos of great shots from past tournaments) before answering in 25 words or less “How would you keep your cool during the Australian Open?”
The winning entrant each day will win a Panasonic CS/CU-E18MKR Air Conditioner.
“Panasonic is excited to be offering consumers the chance to win a Panasonic Air Conditioner throughout the Australian Open,” said Panasonic Australia general manager marketing, Richard Tassone. “January is typically a really hot time of year in Australia and the Panasonic Air Conditioner will not only keep you cool but can use up to 30 per cent less energy thanks to Econavi technology.”
Panasonic is a major partner of Tennis Australia, acting as the official TV, camera and air conditioning sponsor for the Australian Open. The three-year sponsorship arrangement, runs until November this year, also involves the promotion of Pana’s Viera televisions and Lumix camera range.
“Tennis Australia is excited to be partnering with Panasonic during the Australian Open,” said Tennis Australia’s Steve Wood. “It is great to use social media channels to not only keep our fans updated and entertained, but also to be in with a chance of winning a Panasonic Air Conditioner to stay cool this summer.”
And to give you a taste of Australian victory, here’s a look at one of the Cool Moment videos for the first day of the competition.
Comments:
The Australian Open is perhaps the most sophisticated of the tennis majors when it comes to digital marketing and communication. When an organiser itself focuses heavily on social media, then it makes sense for sponsor to consider the advantages of using a platform that many of the consumers/spectators have already been introduced to/driven to by the rights owner.
The extreme heat at the Australian Open means that an air conditioner is not such an unusual prize for a consumer product competition as some might initially think.
Perhaps Wimbledon could link with a partner that can provide a solution to the ‘rain’?
Links:
www.facebook.com/PanasonicAustralia
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