LG Electronics takes viral approach for marketing TVs
Around the World in 80 Days contest campaign cost electronics giant $1.5 million
LG Electronics has taken the lead in viral marketing campaigns with its homegrown Around the World in 80 Days competition that saw more than 15,000 entries flood in from around the world.
The global competition invited people to send in videos explaining how they would ‘live borderless' for 80 days, reflecting an original concept for LG's Borderless range of LCD televisions.
TEAM Young & Rubicam in Dubai were commissioned by the company to devise the entire concept, which included using the popular ‘dramatic chipmunk' in a breakout video that generated buzz about the contest online and has gained more than 761,000 views on YouTube to date.
Incorporating integrated advertising, social media using primarily Twitter and Facebook, and media buying, Daymonde Marks, Group Account Director, at Team Y&R Dubai revealed the entire campaign cost $1.5 million to put together, with everything been done locally except for the viral video which was shot in Los Angeles.The entire marketing concept and plan helped rake in $3.6 million in free regional PR exposure for the campaign.
In a little over two months, the contest saw over 87,000 people register but only 15,272 submitted videos through the site: www.liveborderless.net. The majority of entries came from the United States of America (10,000+), followed by the campaign's home - the United Arab Emirates - with over 5,000 entries.
In comparison, the award-winning Tourism Queensland's ‘Best Job In The World' competition which also had a budget of about $1.5 million and similar social media elements, drew over 34,000 applications vying for the post of caretaker of the Islands of the Great Barrier Reef from when it was first announced in January to the deadline date of 22nd February.
A measure of the success of LG's Around the World in 80 Days came when the twenty shortlisted entries were opened up to online voting in April. LGE Gulf president H.S. Paik revealed that the site saw more than 25,000 registered votes that helped select six finalists - Cameron Ashkar and Ryan Hughes from USA, Steven Lee from Kenya, Leah Harakopoulos from the UK, Yasmene Salhia from Canada and Robert Stefanicki from Poland.
"It is the first time that a small campaign by LG has gone global", Paik stated at the finals of the competition today, which saw Canadian Salhia walk away with the grand prize.