Panasonic Launches “Living in HD”

Panasonic Seeks ‘Actionable Insights’ into the Consumer-Tech Relationship with New Program

August 2007 By Nancy Klosek

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Panasonic yesterday launched its “Living in High Definition” program along with a supporting Web site, in an effort to “deepen our understanding of the American consumer, so we can get actionable insights into the emerging digital lifestyle,” said Bob Greenberg, the company’s brand marketing vice president.

The first phase of the program will run between now and March 2008 and provide 30 selected families within that period with a $20,000 product suite that includes Panasonic high-definition 1080p TVs, computers, cameras and other source components, tasking them to document their experiences with the equipment with monthly “challenge assignments.” Select footage from the results will be posted at the new LivingInHD.com Web site, where the company is first soliciting entries by families interested in participating in the program.

Greenberg said that this program “represents a lean towards non-traditional marketing – an effort to engage customers, rather than just pushing data at them.” The goal of the project, as stated by Panasonic, is to understand the HD digital lifestyle and how to facilitate new user experiences that make up that lifestyle with easy-to-use products.

The program will be mentored by a group outside Panasonic that includes academics as well as the creative advisory of producer/director Brett Ratner, of “X-Men” and “Rush Hour” movie fame.

By 2009 – coincidentally, the 50 th anniversary of Panasonic’s U.S. market presence – the company hopes to build participation in the program to 100 families.