LG's Hands-on Training Facility Draws Basketball Fans - Event Marketer

LG’s Hands-on Training Facility Draws Basketball Fans

2016 Ex_EX_SingleMktB2C_LG
Brand: LG ELECTRONICS
Agency: ADVANTAGE INTERNATIONAL
Awards: EX AWARDS — BEST SINGLE-MARKET EVENT (CONSUMER)
Year: 2016

As an official corporate partner of the NCAA Final Four basketball tournament, LG wanted to step up its experiential game in 2015. In hopes of creating a bolder, more innovative activation than in years past, the brand introduced the LG Training Facility—an immersive experience featuring over 30 LG products that took “recruits” through the facility’s tech-laden Lobby, Player’s Lounge, Locker Room, Practice Gym and Film Room. A touchscreen-enabled game table, 4K camera technology used to capture GIFs and a gamified smartphone challenge kept consumers on their toes for an average dwell time of 28 minutes, with more than 17,000 basketball fans ultimately lacing up for the experience.

In an effort to increase purchase consideration for its products, LG used the Training Facility experience to showcase items from its home appliance, home entertainment and mobile business units in a premium environment. Powered by NFC wristbands, the activation featured an 11-foot-tall digital wall in the Lobby that served as a social media center and leaderboard among recruits, game footage on a 105-inch 4K TV in the Film Room and a sound center equipped with an LG Hi-Fi dj system in the Player’s Lounge.

Results included more than 24,000 NFC scans and nearly 9,000 shares on social media. Nothin’ but net.

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