The idea was: your favourite TV characters have escaped from a Viera 3D TV into the city. Take their photos and take home a 3D TV. Clues targeted on- the- go consumers (over 1,000,000 smartphone users) through Facebook, radio and mobile messaging, keeping them in the game everywhere.

The campaign not only exceeded sales targets by 25%, but also helped engage Panasonic’s audience through a TV launch that was actually entertaining.