First-time sponsor LG Electronics pulled out all the stops to help consumers connect their passion for the game with the brand’s wide range of products during the NCAA Men’s Final Four tournament.
From April 1 to 5, the brand activated its LG Experience program at the event’s official fan festival, Bracket Town Refreshed by Coca-Cola Zero at the Indianapolis Convention Center. The three major divisions of the company represented included home electronics, home appliance and mobile communications. Each division had its own dedicated area with unique, themed interactives. Home appliance hosted the LG Kitchen experience, where the big draw was the coach cook-off, in which the head coaches of Notre Dame and the University of Kentucky went head to head to prepare a meal under the supervision of celebrity chef Tim Love. The electronics and mobile teams showed off their wares with sound-generating turntables, 3D video, an EA Basketball video game tournament and a hoop shooter video game, played on LG mobile phones.
“When you think of college sports and the Final Four, there is such a passion among consumers and we as a brand want to tap into that passion and this sponsorship activation gave us the touch points to connect in new ways with the consumers,” John Taylor, vp-LG Electronics, USA, told Buzz. “The thing that was so fun was that this was totally interactive. Every inch of the LG Experience helped people connect with us and help their passion for college basketball to connect with our brand.” Agencies: 361 Experiential, Chicago; Sparks, Philadelphia.