LG Rumor2 Mobile Phone
| client/brand: | LG Electronics |
| target audience: | Women 16–28 |
Consumer Activation Target
Fashion Trendsetter
Challenge
Launch LG Rumor2 with a compelling message of stylish technology that has immediate impact, and create a need among females 16–28 to own the “must-have” social networking device that allows them to express their individual style.
Solution
Create a program based around a celebrity spokesperson, Heidi Klum—Media Superstar, who not only is looked upon to be Vanity Vanessa, but considered to be an iconic style leader that Social Sally can relate to. Develop a marketing campaign through an integrated program, strong message, and celebrity star power that leverages PR launch event, online media, webisodes, interactive website www.lgrumor2.com, rich media and in-store trade marketing.
Results
Rumor2 phones became the biggest sellers at Sprint stores during the promotional period. LGRumor2.com had over 260,000 unique visitors. $10.5 Million in total PR value, worth $3.8 Million in overall advertising value.
