LG Promo, Case study LG ARENA by Mindshare Madrid

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Industry Mobile phones, devices & accessories
Media Promo & PR, Case study
Market Spain
Agency Mindshare Madrid
Released April 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: LG
Product/Service: MOBILE PHONE
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: MINDSHARE SPAIN, Madrid, SPAIN
Entry URL: http://www.lge.com/es/telefonia-movil/
Chief Marketing Director: Pablo Vidal (LG Electronics)
Marketing Director Mobile Communications: Elias Fullana (LG Electronics)
Local Markerting Manager Mobile Communication: Tiago Lemos (LG Electronics)
Integrated Media Senior Manager: Enrique Santamaría (LG Electronics)
Invention Partner: Nacho Suanzes (Mindshare)
Partner Client Leadership: Marta Garí (Mindshare)
Director Client Leadership: Ramón Martín (Mindshare)
Media placement: Board LG Arena - Social Media - 01/04/2009

Results and Effectiveness
We created more than 20 LG profiles in social networks: Facebook, Tuenti, Flickr, Fotolog, YouTube, etc in order to open a communication window with every kind of target. We also created non-official blogs of LG arena and Arena Experience to communicate with other blogs and Bloggers, and different events in every social media: a mobile photo competition, SMS competition, quiz competition as well as widgets and virals to build up conversation and reach our influencers. We also created a complete video guide of use to solve most common internet users’ requests.

Creative Execution
We created the LG Social Media Team with 4 people with the following roles: consultant, programmer, designer & community manager, in order to research, analyse, develop and deliver buzz, content, conversation and tools for our target on Internet.

Insights, Strategy & the Idea
Adopt a new communication model, use social marketing as a driver, create interest and consideration by delivering content permanently on social media, and increase the reach through social viral messaging tools. The challenge was to increase and maintain interest and consideration by reaching key influencers to expand our communication by word of mouth effect, throughout the whole product’s life: 8 months.