LG Electronics US Open Tennis Activation

Advantage developed and activated a strategic sponsorship for LG during the 2014 US Open.

Objective

LG challenged Advantage to support three simultaneous product marketing priorities and generate in-person product engagement with an affluent audience.

Process

Advantage developed and negotiated a one-year sponsorship with the United States Tennis Association for the 2014 US Open to provide LG with marketing rights across mobile and home entertainment products. The US Open was strategically selected against other sport & entertainment properties due to demographic, reach and timing of product launches among a variety of criteria.

The agency oversaw all contractual sponsorship assets including:

  • Integration into the US Open app with presenting sponsorship of the Live Prediction Challenge
  • Intellectual property approvals across POS, OOH, PR, social and digital
  • Inclusion of product logos on courtside signage
  • Customer and executive hospitality

Advantage also designed and executed two onsite footprints for 15 activation days including a 1,300 square-foot activation space called the "LG Winner's Circle."

Results

More than 30,000 US Open attendees entered LG's onsite footprints, with over 6,900 registrants and a six-minute average interaction time.

  • IP rights were leveraged at 26 different retailers.
  • 45,000+ national sweepstakes entries.
  • Customers from 20 retailers were hosted.

 

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