Awarded to the most innovative event program leveraging a sports sponsorship. Judges rated  the event programs (of all sizes and length) on creativity, results, message, and method of activation.

Campaign Start Date: February 22, 2008/August 29, 2008
Campaign End Date:  February 24, 2008/August 31, 2008

The Client

Panasonic was our direct client and main brand.  We also worked with supporting sponsors/brands to include: Blu-ray Disc Association, United Artists (UA90), Warner Bros. (Speed Racer), Fox, Paramount, Universal and the US Military.

Primary Objectives

• To leverage the Panasonic brand and highlight the latest Panasonic products to a massive consumer audience via a sponsored presence at the Auto Club Speedway during two Nascar race weekends
• To turn a small monetary sponsorship/investment into a massive brand read
• To strategically introduce Hollywood to Speedway fans through a blend of studio and film messaging throughout Panasonic-sponsored areas
• To creatively tie the Nascar theme into every designated Panasonic area

Target Audience

• Consumers:     male and female ages five and up
• Media:            international print and electronic press

The Solution

Over the course of two race weekends, Paradigm designed multiple Panasonic-branded events at the race track, each serving a slightly different, yet targeted purpose.  Getting Panasonic the most "bang for their buck," we strategically designed a complete branding presence that carried far more weight than the just the money alone.  

We also cleverly incorporated studio, film, Blu-ray and Nascar messaging into each location in a way that would generate knowledge and awareness by offering diverse and exciting new experiences for race fans.

FEBRUARY RACE WEEKEND

FanZone Tent (30’ x 40’)

Focusing on direct, grassroots consumer awareness, Paradigm designed an inviting environment that offered consumers a place to relax and take shelter from the rain.  We branded the exterior of the tent with the Panasonic logo, making the tent highly visible to every fan.  The interior of the tent merged Panasonic, United Artists (UA) and Nascar branding into a space that replicated a homey, living room environment, complete with carpeting, white leather sofas, coffee tables, end tables and heat!  We also incorporated our one-of-a-kind plasma coffee tables (42” plasmas placed under the glass facing up) to showcase UA’s key Blu-ray film clips.  Each end of the tent had a signature Panasonic 103” plasma – one played a loop of UA film clips; the other plasma played various Panasonic-supported clips.
The center of the tent featured a custom 5’ tall centerpiece designed to blend the Panasonic messaging into the Nascar theme.  Offering a fun, interactive element, Paradigm incorporated four “Need for Speed” car racing arcade games in each corner of the tent.

Unifying the three very different branding elements, Paradigm designed a graphic piece that tactically tied Panasonic, UA and Nascar’s representation.  Building off of the UA90 marketing campaign, Paradigm offered attendees a unique perspective of each entity by creating  a 10’ long timeline highlighting the key historical moments these corporations have celebrated over the past 90 years.  The timeline included a paralleled chronology of intriguing facts, supported by inspired graphics.  

Because the race weekend overlapped with the Academy Awards, we also created a fun photo op for the guests which consisted of a large Oscar themed backdrop (complete with the red carpet and rope/stanchions) with a cutout for people to stand in, posing as if they were accepting an Oscar.

Panasonic/Blu-ray & UA Hospitality Suites
Targeting press and corporate executives, the suites offered a place to entertain, conduct business and host press interviews.  Branding included custom made Blu-ray throw pillows, coasters and napkins, along with six 4’ x 5’ mirror clings – three showcasing the UA logo and three highlighting the Panasonic logo.

AUGUST RACE WEEKEND

FanZone Tents

Panasonic Chill Zone (50’ x 70’)

This time it was very hot so Paradigm created the “Panasonic Chill Zone,” an air conditioned tent that allowed fans to escape from the heat and, at the same time, get keyed into all things Panasonic.  The exterior of the tent featured a custom designed “Panasonic Chill Zone” logo.  Inside, the focal point of the tent showcased Panasonic’s infamous 103” plasma.  Additionally, we incorporated branding opportunities for Fox, Paramount and Universal by including exclusive 12’ tall kiosks touting 50” plasmas and Blu-ray players, allowing each studio to highlight their key properties.  Along with the kiosks, each studio had a 6’ table set up to display various marketing materials.  We also secured an area for the USO Military to showcase their Yellow Ribbon initiative.

Speed Racer Tent (40’ x 40’)

For this race, Paradigm recruited Warner Bros. to highlight the film Speed Racer (a clever tie-in for race fans) and designed a separate FanZone tent that featured Speed Racer graphics and a life-size, fiberglass replica of the Mach V.  Additionally, we placed four 7’ tall by 5’ wide light boxes that scenically exhibited Warner Bros. and Panasonic branding via key graphic displays.  Adding the final touches to the environment, Paradigm included cocktail rounds with custom fitted spandex linens, each showcasing either the Speed Racer or Panasonic logo on a graphic disc placed under a plexi cover.  And, to incorporate the race theme, we hung Panasonic and Speed Racer flag pennants throughout the tent ceilin

VIP Infield

Placed strategically along the interior fencing of the first turn, Paradigm designed a Jimmy Buffet style “Panasonic Paradise” for the VIP area, which was divided into two spaces: an outdoor patio area and an indoor retreat.  If it weren’t for the screaming fans and multitude of race cars zooming by, guests would think they were in a tropical oasis!

Outdoor Patio

The outdoor space was covered with green astro turf and included a 60’ x 20’ Panasonic branded canopy (providing much needed shade for guests).  Accentuating a fun, tropical getaway, the patio featured picnic tables with tropical linens, barbecued hamburgers and hot dogs, a custom bar with an actual surfboard as its surface, thatched hut umbrellas, inflatable fish hanging from fish netting, outdoor lounge furniture and wading pools.  Throughout this high energy environment, Panasonic’s guests were surrounded by exquisite tropical foliage, palm trees and rock waterfalls.

Because this space was right next to the race track, it had a tendency to get extremely noisy at times.  To combat this, Paradigm created a sleek, high-tech location for Panasonic to conduct business meetings and to feature current Panasonic products.  For this location, we revamped our RV into the “Panasonic High-Def Playroom,” wrapping the exterior with inventive graphics branding key Panasonic messaging.  The interior was entirely remodeled into a Panasonic living space, featuring modern furniture and accessories, along with plasma TV’s, including a 65” mounted in the main lounge area.

Indoor Retreat

Paradigm also placed a 50’ x 80’ air conditioned tent next to the outdoor patio.  Once again, the tent’s exterior was branded Panasonic, along with Speed Racer.  Our goal was to keep the tropical feel consistent inside the tent, bringing an outdoor ambiance indoors.  However, we also wanted to create a slightly different look/feel to the space, so guests would experience a lucid transition from the patio to the tent.  With that, we created more of a “sophisticated,” tranquil paradise environment for guests to enjoy.  The center of the tent featured a custom square wooden bar, decorated with tropical florals.  We designed one area of the tent to replicate every “man’s” dream living room, complete with a 103” plasma, brown suede couches and chairs.  The plasma broadcasted the event, allowing guests a more comfortable, relaxed way to enjoy the race.  The remaining area of the tent featured four 10’ x 10’ furnished cabanas, eight café tables and stylish buffets – all accentuated with tropical foliage.  Paradigm also brought in authentic Hula dancers to perform for the guests in-between races.  Topping off the environment with additional Panasonic messaging, Paradigm hung Panasonic branded beach balls from the tent ceiling.

Movie Night

Offering Nascar a Hollywood edge and creating another branding opportunity for Warner Bros., Paradigm designed an exclusive movie night event for the race fans.  Utilizing the largest mobile video screen (20’ x 27’) available on site, we coordinated a massive movie screening of Speed Racer for the 10,000 plus fans staying in the RV parking lot to enjoy after the race ended.

Panasonic Hospitality Suite
Paradigm created an executive environment for Panasonic to perform meetings and press interviews.  Creative branding included mirror clings highlighting the Panasonic logo.

Describe experience through the eyes of the target.  Any other important factors that were meaningful to the success of the program?  What was unique?  What was wild and new?  What technology was leveraged:
Paradigm’s ability to take a small sponsorship and create such a massive branding opportunity was key to the success of this program.  Panasonic’s presence at Nascar was clearly apparent and truly a treat for race fans, VIP guests and press.  Paradigm designed a variety of event areas that offered attendees different opportunities to experience  Panasonic, Hollywood and Nascar within the context of a united message.  Highlighting racing features, offering comfort through heated/air conditioned tents, producing a tropical escape, Paradigm created something familiar, along with something different for everyone to enjoy.

This event was extremely versatile and intricate, tasking Paradigm with the challenge of blending multiple (and very different) brands and coordinating messaging and materials through various corporate entities, all encompassing many different events over two separate race weekends.

Use of plasma tables and 103” plasmas offered unique and fresh displays for attendees to awe. Incorporating a tropical atmosphere into a race track environment made for a very distinctive presence, giving Panasonic and its supporting partners a competitive edge over every other sponsor.  Bringing Hollywood to Fontana was something new for Nascar.  By including studio and film branding with displays and offering a movie night to the fans, Paradigm introduced a fresh look to Nascar in addition to strategically branding Panasonic and its partnering sponsors.  

How did the event or experiential program perform?  What were the results?  Please quantify and be as specific as possible:
Paradigm was extremely successful branding Panasonic and its supporting sponsors.  Reaching a captive audience of more than 500,000 people, we strategically and creatively incorporated key messaging into multiple areas of the race track.  We also designed the branding to ensure media exposure either directly or as a backdrop to race coverage.