Panasonic Charges a New Battery

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To generate buzz for the release of the new, more powerful Oxyride battery, Panasonic teamed up with Dentsu's Renegade Marketing to create a campaign centered around the Oxymites—fun-loving, trouble-making characters that are meant to embody the hip street-wise attitude of today's technology-savvy teens. By plugging into the Oxyride website, visitors can learn all about the longer-lasting batteries, fill up on downloads and play an addictive game in which Oxymites run around zapping life into an energy-deprived city. (RH)
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