LG Experience at Final Four Fan Fest Nets Big Results - Event Marketer

LG Experience at Final Four Fan Fest Nets Big Results

DB_LG_2012 Book
Brand: LG
Agency: SPARKS
Year: 2011

The LG Experience at the NCAA Final Four Bracket Town fan experience was a 5,000-square-foot space spotlighting LG’s new 3D televisions, mobile phones and home appliances.

LG handed visitors a barcoded, scannable Fan Pass that they could use to “swipe in” at the various areas of the exhibit. The more swipes they logged, the better the branded swag they could receive on the way out. Plus, the cards allowed LG to track activity and time spent in the exhibit. A Facebook push at the entry helped double the brand’s “likes” on Facebook during March Madness.

The first activity station was at a green-screen photo activation. Guests were encouraged to download their photo from the LG Facebook page afterwards. At other stations, guests could see themselves in 3D, race the clock to do household chores and spin some tunes on LG phones. At the end of their visit, staffers checked guests’ Fan Pass and issued prizes ranging from headphones to a branded goodie bag, depending on how many activities they had completed. The brand partnered with 65 local retail partners to drive sales around March Madness. Once Bracket Town was over, LG also earned some local love by donating the appliances from the kitchen and home areas to the United Way of Houston.

Post-event data showed that fans swiped their Fan Passes more than 34,000 times during the fan fest.

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