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).