LG Live-Wires its NCAA Final Four Fan Experience - Event Marketer

LG Live-Wires its NCAA Final Four Fan Experience

DB_LG_2011 ETA
Brand: LG
Agency: SPARKS
Awards: EVENT TECHNOLOGY AWARDS — BEST COMBINATION OF EVENT TECHNOLOGIES (B-TO-C)
Year: 2011

Fan festivals at major sporting events have evolved over the past decade to become major attractions (and major marketing opportunities) in their own right. After all, for many attendees who can’t attend the actual big event, a day spent at the Super Bowl, MLB All-Star Game or Daytona 500 fan fest can be almost as fun as catching the game or race in action.

LG Electronics last spring turned to technology to help turn its first-time 5,000-square-foot activation at the NCAA Final Four tournament’s Bracket Town fan festival into a consumer experience that inspired fans of all ages to sign in, hang out and have fun. Interactive technologies drove consumers through a series of activity stations that spotlighted the brand’s new 3D television, mobile phone and home appliance products. The first activity station, and the first chance to check in, was at a photo activation that invited guests to download their photo from the LG Facebook page after it was taken. Guests picked from three Final Four backdrops—on the championship court, in front of the stadium, or in the stands—and took a photo in front of a green screen.

Next up, at the LG Cinema 3D station, guests could try on 3D glasses and see themselves in 3D. The interactive showcased the LG HD 3D TVs by creating a live 3D feed from an HD Stereoscopic video camera rig. An adjacent LG Courtside Seats area gave visitors the opportunity to sit on official NCAA-themed basketball chairs and come face-to-face with a large Mosaic Wall made from a variety of different sized LG 3DHD TVs running a dynamic series of HD video content. At another station, fans could try their hand at mobile gaming and a music mixer, both designed to show off LG’s mobile phones, and all week the “kitchen stage” played host to local newscasts, lifestyle shows and celebrity chefs, as well as a coach’s cook-off. Using LG Quantum phones, on-site brand reps snapped shots of visitors as they tackled the booth’s activities and posted them to the LG Mobile Facebook page throughout the event.

The meat: Although it was all about the fun and games for booth visitors, a high-tech backbone ran through the entire experience that helped LG achieve its lead development objectives. A barcoded Fan Pass allowed LG to track attendee activity, time spent in the exhibit and areas of interest. The Pass boosted participation by requiring attendees to visit three stations in order to accumulate “scans” that resulted in LG-branded premiums ranging from headphones to a branded swag bag, depending on how many activities they had completed. Separately, guests could enter for a chance to win high-value prizes by providing personal contact information and signing into Facebook to “like” the LG Facebook page.

Post-event data showed that there were more than 34,000 swipes of the pass inside the space. The Facebook push and photo op at the entry to the Experience also helped double the brand’s “likes” on Facebook during March Madness.

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