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Panasonic
The Auto Club Speedway, Fontana, CA

Panasonic wanted to make a big splash to celebrate their sponsorship of NASCAR.  To accomplish this goal, Paradigm partnered Panasonic with Warner Home Entertainment’s “Speed Racer” to create layers of branding and interactive opportunities for both brands.  In the “Fan Zone,” Paradigm erected a large branded tent known as the Panasonic/Speed Racer “chill zone”…an air-conditioned oasis in the blazing heat.  The interior of the tent featured a scale model of the “Mach 5,” signage, give-aways and two 103” Panasonic plasma screens playing the movie.  The racing “infield” featured another air-conditioned co-branded tent, dubbed “Panasonic Paradise.”  The VIP environment featured a colorful outdoor tropical environment, while the tent interior was designed as an ultra-chic tropical lounge.  In addition, Paradigm brought in a custom motor home and a series of mobile demo stations for attending guests and media, to create the complete Hi-Def experience.  In a unique branding move, Paradigm created the first-ever “movie night” at the speedway, screening “Speed Racer” for thousands of fans following the first race.

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