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Industry News

Published on April 25th, 2018 | by The GC Team

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LG launches £5 million “Live The Game” campaign

As the anticipation for the Summer’s World Cup builds, LG Electronics, Official Partner of the England senior men’s team and Wembley Stadium connected by EE, is launching a £5 million above-the-line campaign to support its partnership with the FA, and to highlight its new range of OLED AI TVs.

The campaign concept ‘Live The Game’ is based on the reality that most England fans will experience the tournament on TV in their living rooms, and that LG’s Home Entertainment products can deliver an immersive “in-the-stadium” experience for fans.

The ‘Live The Game’ campaign will kick off with a video series produced by LG and featuring past, present and future England stars – Terry Butcher, Eric Dier and Dominic Calvert-Lewin – watching England games on an LG OLED E8 and ‘living the game’ as they talk together about their own experiences during the games

The content will be distributed through sports publisher the Telegraph via a bespoke hub and across all its football channels (video, social, digital display and print), as well as through LG and FA owned networks. This will then be followed by a multi-million-pound TV and digital campaign, showcasing LG’s new AI technology, available for the first time in the 2018 range.

The TV campaign will run through May and June surrounding key sports programming across ITV, Channel 4 and Sky, as well as VOD services. To amplify the idea of re-living the game further and to capture an untapped football audience, LG has also partnered with Acast to sponsor the largest independent football podcast in the UK, the ‘Football Ramble’ and FourFourTwo’s preview guide.

On the PR front, LG will “bring football home to the streets of Wembley” with a home entertainment giveaway to residents living on a road or street with Wembley in its name. LG will film the winning residents as they receive LG Home Entertainment products – including OLED and Super UHD TVs, SoundBars and ThinQ AI Speakers from “an England legend.”

The campaign will also include LG’s first sponsored moment on Twitter.

Carolyn Anderson, Marketing Director LG UK, said: “This is a major year for football and the home entertainment industry alike – as the Official Partner of the England men’s team and Wembley Stadium we have a unique opportunity to capture the hearts and minds of football fans with our ‘Live the Game’ campaign. Our £5million investment makes this one of our largest marketing campaigns in the UK to date and demonstrates our commitment to maximising our sponsorship with The FA and ensuring we are the number 1 home entertainment brand for football fans this summer.”

‘Live The Game’ preview on YouTube: https://www.youtube.com/watch?v=YnBeDZquLAI  

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