Challenge: Back in July, LG Electronics launched its new range of smartphones, the L-Style series. Although the range received media interest at the time of launch, LG wanted to increase awareness of the product and establish the brand as a leader in smartphone design using their newly signed ambassador, Erin McNaught.
In addition to this, LG wanted to promote the functionality and convenience of the Quick Memo feature, a technology which is exclusive to the L-Style range.
Ultimately, LG were keen to build word-of-mouth recommendations around the product and ultimately drive purchase, which proved challenging given the product had already been on the market for three months.
Strategy: On the 4th of October, Pulse’s LG-One team worked with Erin McNaught and LG Electronics to host Sydney’s first LG smartphone scavenger hunt. Erin visited four well-known Sydney landmarks throughout the day, tweeting picture clues as to her whereabouts to give fans a chance to find her. The first five people to find Erin at each of the locations won their very own LG L-Style smartphone, simply by telling Erin the winning phrase: “I’m all about L-Style”. To showcase the phone, Erin used the Quick Memo feature for each of her clues, a technology which lets users draw messages on photos taken and then share them via their social networks.
Results: By the end of the day, 20 very happy winners walked away with their own brand new LG L-Style phone and subsequently tweeted about it via their networks. In the lead up to the activation, key coverage was secured in metro titles including mX Sydney and an exclusive interview on 2DAY FM’s Kyle and Jackie O Show on the morning of the hunt. The day saw in excess of 150 tweets with a total reach of more than 3 million Australians. Well-known Australian celebrities such as Jennifer Hawkins and singer/songwriter Gabriella Ellis had visibility of the LG L-Style Scavenger hunt, tweeting about it on the day to their own networks. The activation also made an impact on Instagram, with a total audience reach of close to 100,000 followers and more than 500 likes.