Company: LG Electronics USA
Campaign: LG US National Texting Competition
PR agency: Ogilvy PR Worldwide
Launch: October 26
Objective: Five years ago, LG Electronics USA developed a contest to find the fastest and most accurate texter in the US. Since then, the LG US National Texting Competition has grown significantly.
“We feel like we brought texting to the masses,” says Carl Brown, director of trade marketing for LG Electronics MobileComm, USA. “Our goal is to keep a close connection with our consumer base, especially those very passionate about texting and staying connected with their social circles.”
Idea: The competition started as a small grassroots program, Brown explains. This year, however, the company is expecting more than 1 million game plays, which is how people test their texting skills and enter the contest.
Live game plays were announced on the LG Texter Facebook page. Twelve finalists will compete for $50,000 at the championship in New York City this month, where LG will display its “hero” product, the company's newest texting device that will be used during the contest.
At first, the competition was only open to people 18 years and older, but now anyone who qualifies is eligible because LG realizes the importance of texting to people of all ages, Brown explains.
Tools: LG is leveraging Facebook as a major way to drive awareness because it's the site on which people can find the game play apps and contest information. Ogilvy, the company's AOR, is handling PR for the initiative and will be working closely with LG on media outreach, event planning, and digital efforts.
In addition, Thumbs, a documentary about the competition that aired on MTV, helped bring “the whole campaign to life,” Brown notes.
“The documentary was really able to showcase how important texting is in people's lives,” he says.
Measurement: Success will be measured by the number of game plays recorded, Facebook fan activity, PR value, and the amount of “hero” products sold after the championship.