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Targeted toward extreme sports enthusiasts and participants, this site promotes Panasonic’s products to a difficult-to-reach audience. The extreme sports community thrives on social interaction and this site further encourages it. (The word “air” in the title references the social space where this site’s audience lives and participates.) Vivid, quick and engaging, it’s visually and contextually on-target for its audience. Without ever saying it directly, it persuades active participation through shooting video and taking photos.

• Although this site has a grid-based approach, no one section has the same layout. Never tedious or predictable, the random interpretation actually encourages exploration.

• Content consists of arresting images, unique and fervent copy and refreshingly brief product introductions, delivered via the latest in popular technology (Podcasts, streaming video and photo blogs).

• Shot by Girl Skateboards (one of the premiere video teams in skateboarding), instead of a more commercial video production company, the videos on this site have a home-shot quality that makes them especially appealing.

www.sharetheair.net

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