Panasonic debuts 'Beard Buster' app

Share this content:
Panasonic debuts 'Beard Buster' app
Panasonic debuts 'Beard Buster' app

In a move to promote its new Multi-Flex Wet/Dry Shaver line, Panasonic has released an iPhone application that lets consumers draw beards, shave them off and share the photos with others.

The "Beard Buster" app, designed by 360i, is a digital take on the vintage Woolly Willy toy that was released in the 1950s. The toy let children draw a beard, using magnetic filings, and then shave them off.

Similarly, with the new app, "you can take a photo of yourself and put facial hair all over it and take pictures of yourself and post them on Facebook," explained Sarah Hofstetter, SVP of emerging media and client strategy at 360i. "Then you can shave it off with the virtual Panasonic razor."

To promote the app, Panasonic is running an integrated advertising campaign. The ads will run across mobile ad networks, as well as online via search and display.

The target audience for the app is young professionals. Its goals are to both acquire new customers and retain existing Panasonic customers.

"The idea behind it is to leverage the popularity of the iPhone among the target audience of men, and make something a little bit fun, and tap into the utility of the camera on the iPhone," Hofstetter said. "The iPhone app is a great way to provide some fun entertainment and utility and pass along ability to consumers."

Panasonic has also promoted the razors via print ads in Good Housekeeping. The company will also advertise the products around gift-buying holidays this year, such as Father's Day and Valentine's Day.

While the razors debuted in the fourth quarter of last year, the app launched at the beginning of this year because Panasonic is promoting the electric razors as a New Year's product.

"A lot of people look to self-improvement in the New Year, so the idea is, it's a new year, and a new you," Hofstetter explained.

Loading links....
close

Next Article in Mobile Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here