Customer wins at LG experiential activation
WORK / GAME CHANGERS

Game Changers – LG NCAA

THE CHALLENGE
Going six years strong as a Corporate Partner of the NCAA, LG tasked Advantage with the challenge of re-inventing their 2017 Final Four Fan Fest experiential marketing activation in Phoenix. While the previous execution, The “Training Center” experience, was award-winning (Silver Ex Award), it was time to pump new energy into the Final Four activation. LG’s objectives were to highlight their innovative products while engaging their audience in a fresh, tech-forward, and exciting way while incorporating a basketball theme.
LG Game Changers experiential activation footprint
THE IDEA
LG’s innovative products have the ability to change how we use, view, or manage our daily routines (they truly are game-changing). So, what better way to share those innovations with basketball fans than to experience those innovations in a hands-on and engaging manner. Advantage developed, designed, and executed the “LG Game Changers Experience” – an immersive basketball fan experience built entirely using LG products.
We gave each of LG’s hero products a dedicated space within their footprint. Each room highlighted the product’s specific innovation through a digital interactive element combined with a competitive game element for fans. We hit a three pointer with the Let’s Make a Deal-style game, featuring the newly launched InstaView Refrigerator. The game demonstrated LG’s differentiating “Knock Knock” technology, in which the glass window on the door illuminates when knocked on twice. Fans lined up for the chance to knock on the InstaView and win a variety of giveaways, including LG-branded sunglasses, Final Four tickets, and an LG 65″ Super UHD TV. And fans couldn’t miss the towering 15-foot tall video wall we constructed with 20 LG OLED televisions. We topped it off with a disruptive “spontaneous celebration” tactic to turn heads and create a unique “game changing” experience for some lucky fans. The daily celebrations included confetti showers, marching bands, and free LG TV giveaways!
LG exhibit at LG NCAA sponsorship event
THE RESULTS
LG once again dominated the Final Four Fan Fest, with its eye-catching 4,200-square-foot experiential marketing activation. Foot traffic surpassed our goal of 20,000, with LG collecting 4,000+ names through an RFID registration process. As for the brand’s desire to showcase its products in a tech-forward manner, the LG Game Changers Experience won a Bronze Trophy at the Experience Design & Technology Awards!
Event marketing at LG Final Four Fan Fest activation
Photo of LG experiential marketing booth
Brand ambassador demonstrates product integration at an experiential activation
Social media posts from LG's college sports sponsorships
Band plays during a fun moment at event booth

We hit a three pointer with the Let’s Make a Deal-style game, featuring the newly launched InstaView Refrigerator.

Basketball fans interact with LG Products at their Final Four Fan Fest Activation
Digital activation during event marketing program
Basketball fan wins a TV at LG Game Changers Final Four Activation