The mobile technology branch of electronics brand LG set out on two simultaneous road tours in February designed to promote the brand’s newest high-definition, 3D mobile devices. The East Coast leg began in New Jersey, hit Boston and New York, and will continue to Chicago before wrapping in Kansas City at the end of May. The southern tour kicked off in Atlanta, is now at the New Orleans Riverwalk Mall food court and stopped in Houston and Dallas where the tour’s 24-foot International straight truck was converted into an NCAA-branded vehicle to be part of the brand’s tournament activations. After the tourney, it will return to Dallas to be restored before heading to the West Coast to visit Los Angeles and then wrap in San Francisco, also at the end of May.
Though the experience is focused on the devices, LG didn’t forget about the fun. There is a spin-to-win game for LG gear, lots of promos and giveaways, and as a special treat for the crowds of fans in New Orleans for the NCAA Final Four, the brand had special foam hats, mini-basketballs and Mardi Gras-style beads to hand out, too. One giveaway item is a collapsible fan that has NCAA branding on one side and is blank on the other. LG will encourage everyone who stops to visit them at the mall to decorate the blank side with their favorite team’s logo or mascot. All of the branded promos are designed to make the fans wandering around the French Quarter and downtown into walking LG billboards. The vehicle will be driving around to keep the brand front of mind throughout the tourney, too.
Elsewhere in NOLA, LG is also front and center in the official Bracket Town fan experience, as they have been since 2010, and, according to a newly signed agreement, will be for at least three more years to come. There, the brand has created a new 3,000 square-foot LG House where it will show consumers how LG’s electronics and home appliances can work together to create a truly connected and efficient home.
“We’re involved with NCAA because of the passion of the fans,” Amy Koenig, experiential trade marketing manager at LG Electronics Mobile, told Buzz. “We want to be affiliated with their passions and we feel like our products are endemic to this demographic.” Agency: Brite Promotions, Cranberry, New Jersey.