Last weekend, LG Electronics unveiled the LG Chalet in Beaver Creek, CO, to expose hardcore ski fans to its home electronics and appliances at the Birds of Prey World Cup Ski event. The brand invited the 20,000 attendees of the event to visit its high-tech home on the slopes and immerse themselves in the LG brand while relaxing from a long day on the slopes. LG is the exclusive electronics/appliance partner of the event, and leveraged that partnership on-site through social media, digital signage and VIP hospitality, in addition to the Chalet.
The Chalet was divided into four main sections: a kitchen, tech bar, television zone and laundry room. In the kitchen, the brand had an LG oven on display and a refrigerator stocked with tasty beverages for guests. The tech bar featured the LG Optimus phone, preloaded with apps and other content to give consumers a hands-on experience with the device. In the television room, three 55-inch LG models were playing Alaska skiing footage from the film “Flow State” by Ted Ligety and Marco Sullivan. The laundry room was stocked with an LG washer and dryer set and offered skiers the chance to get their soaked gloves dried while they explored the whole Chalet. Outside, and throughout the house, brand ambassadors were educating people on the products, and answering questions. The house was open Nov. 30 and Dec. 1 and 2.
“We’re creating a consolidated marketing effort across our brands, and skiing is one sport we’re exploring to do that,” Amy Koenig, partnership marketing at LG, told Buzz. “We think this is a very advantageous space to cast our net and show that the LG brand fits these consumers’ lifestyles.” Agency: Brand Connections, New York City.