Panasonic debuts mobile campaign for new mobile device

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Panasonic has a new Bluetooth-enabled device that can turn a landline into a cell phone. The new device, which lets consumers forward their cell service to a landline device is called Link-To-Cell, and it comes with a new campaign that is around in time for the holidays.

Panasonic is putting a portion of its Link-to-Cell advertising budget towards mobile marketing. The mobile marketing push is being done in conjunction with Quattro Wireless, who is handling both the publishing services and advertising sales and operations.

“They wanted to reach consumers during the holiday period and reach a tech-savvy consumer base that is on the mobile Web, and who predominately have Bluetooth-enabled phones, so there is little waste in terms of the audience that this will reach,” said Steven Rosenblatt, VP of ad sales at Quattro Wireless.

The campaign includes a mobile site for Panasonic, as well as mobile display ads that will run across Quattro's network of mobile publishers. The ads link back to the Amazon mobile commerce purchase page for the Link-To-Cell product, making purchase possible through the mobile phone itself.

“They could have taken the budget and bought another newspaper ad or done a retail ad, but by using the mobile phone they were really targeting their message,” Rosenblatt said.

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