Digital
Transformation
Festival


16 March - 24 April 2020

Our online festival is underway with a packed programme of interviews and panels. Featuring talks from the industry’s biggest brands and most innovative individuals, this event explores what digital transformation really means for marketing.

Coming Up
6 Apr 09:00 GMT / 05:00 EST

Reimagining women’s sport…what do we need to do to change the game?

FEATURING
Tom Corbett
Group Head of Sponsorships and Media at Barclays
Eniola Aluko
Sporting Director at Aston Villa W.F.C
Gabi Mostert
Creative Director at Iris
Rebecca Stewart
Senior Reporter at The Drum

Panasonic engages YouTube talent using eYeka to promote Viera 4KTV to online video fans

Panasonic Corporation has engaged co-creation platform eYeka to create the advertising campaign for its ultra-high definition Viera 4KTV range.

Comprising of original videos co-created by YouTubers from around the world, the activity promotes the Viera 4KTV as the perfect screen to watch online content such as YouTube videos.

In order to appeal to those who watch online content regularly Panasonic looked to those producing YouTube videos. Connecting with creative talent through eYeka, Panasonic received 34 videos in the space of five weeks from 13 countries.

Panasonic web communication manager, consumer marketing division at Panasonic Corporation, Yuko Ttetsu, commented: “Collaborating with young talented video creators was extremely rewarding. What excited us most was their reaction to watching their creations on a big screen like the Viera as opposed to the usual smartphone or laptop screens. We realised that TV can connect with younger generations from this perspective and we plan to deepen our engagement with young creators across the world.”

Along with help from Wired magazine Panasonic selected the best videos with £8,100 worth of cash prizes up for grabs. The winning video – Dance FX from creator Niwina of France – will now be used in online advertising across Japan from today (Wednesday 23 July).

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.