our work

Case Study

TOTAL FAN ENGAGEMENT

Playbook

How do you differentiate your brand from competitors when quality, price, and customer service are virtually the same across the category?

This was the question facing Panasonic’s Media & Entertainment Company, a leading provider of LED video displays and audio solutions to sports venues, such as the Atlanta Braves’ SunTrust Park.

paid media

Content Marketing

Illustration

Animation

Campaign development

Lead Generation

brand-agnostic ebook

increase in leads over a six week period

30 second video

video completion rate

challenge

How do you differentiate your brand from competitors when quality, price, and customer service are virtually the same across the category?

strategy

Room 214 developed a lead-gen campaign, and the Total Fan Engagement Playbook was born. The playbook was promoted through paid media, social, and email, and featured an engaging 30 second video demonstrating Panasonic’s understanding of the problem and teasing the solution.

solutions

This valuable content asset helped their audience understand the many touch points on game-day where the latest technology could improve the fan experience, drive engagement, and uncover new revenue opportunities. More importantly, it did so in a brand-agnostic way, not as a product brochure in disguise.

results

A 400% increase in leads over a six week period, and an 83% video completion rate. As a pillar content piece, the Total Fan Engagement Playbook continues to be used in email nurture tracks, promoted in paid media, and sent to prospects directly by the sales team.

What a pleasure it is to work with your team. TOP NOTCH! I truly mean it, your team has been absolutely great with quickly learning our business, staying on top of schedules and helping us with our marketing programs.

– Kayde Spilde, Marketing Director, Panasonic USA