Agency: Fathom Communications
Client: LG MobileComm USA
LG wanted to draw attention to its enV line of phones. With a $2 million budget, the goals were to improve LG’s unaided awareness by 15%, generate over $5 million in PR value and increase recommendations for the enV line by 20%, resulting in increased sales. Fathom created the LG U.S. National Texting Championship – a speed texting contest with a $50,000 prize designed to excite 13- to 24-year-olds about texting on the enV’s full keyboard.
The 60-day event included a television tie-in with MTV programming such as The Hills, in which consumers needed to transcribe an on-screen phrase and text it in; a mobile game, a Facebook app, a scoreboard texting game tie-in with the New York Mets major league baseball team in which top players earned a slot at the LG National Texting Finals, as well as projection media, public relations, and content filmed for a future LG documentary.
The two-day texting championship generated more than 250,000 participants and 98,522 opt-ins for ongoing product information. In the end, one person was crowned the LG U.S. National Texting Champion.
The event generated a 33% increase in unaided brand awareness; a 92% increase in enV recommendations; $14.2 million in PR value and a significant contribution to increased sales.
