Panasonic BTW800: The 28 Day Persecution of Rommy Gulla

Case Study: Panasonic launched its new Blu-Ray disc recorder in October with a quirky online campaign featuring an ordinary, football-loving 26-year-old from Sydney's Northern Beaches.

'The Persecution of Rommy Gulla' was the brainchild of Reed Collins and the team at The Campaign Palace, Sydney.

For 28 days Rommy Gulla volunteered to be pranked every day for a month starting Monday, October 3. Fans are also invited to participate and suggest pranks during the 28-day period, with the best becoming a reality.

The project was designed to launch the new 1 terabyte Panasonic BWT800 3D Blu Ray Disc Recorder which is capable of recording 28 days, or 684 hours of high-definition content.

Viewers could watch Rommy's daily pranks and others that they may have missed through Facebook and YouTube. They also had the opportunity to contribute their own ideas on how to make it the longest 28 days of his life. The submissions were voted on by other fans and they won some awesome prizes in the process.