College football local sponsorship in-stadium signage
WORK / LOCAL SPONSORSHIP

LG Electronics/Best Buy – Local Sponsorship

THE CHALLENGE
Since LG Electronics does not own its own sales channels it must rely on retailers (physical or e-commerce) to support the sale of its home appliance and entertainment products. LG tasked Advantage with developing a co-marketing program with one of its most important retailer partners, Best Buy, to drive awareness and sales in key markets. OK, let’s sell some TVs!
College football local sponsorship in-stadium signage
THE IDEA
During the college football season, Advantage designed and activated the “Road to Homecoming” platform, a localized co-marketing sponsorship campaign between LG Electronics and Best Buy. The program tied to the consumer insight that “home” resonates strongly with college football fans; whether tailgating at a home football game, making the trip down to homecoming, or watching the game with friends at home.
Using Advantage’s proprietary tool called the Property Alignment Report (PAR), we identified 14 NCAA universities in Best Buy and LG aligned markets through which to amplify the campaign thematic and achieve program objectives. Advantage developed strategic sponsorship asset requirements and negotiated agreements with each university. The “Road to Homecoming” thematic was then deployed across integrated marketing channels using creative customized to each university’s fan base and emphasizing the “fan benefits” of LG products. Through campaign creative and messaging, we established that LG is there to elevate the home game experience for college football fans.
Alumni and fans were directly impacted through geo-targeted social sweepstakes, product displays, engaging radio ads, eye catching digital creative, and in-stadium interactive experiences on the suite level during game days. Additionally, LG & Best Buy retail offers were promoted to each fan base leading up to home football games through digital homepage takeovers and email marketing.
Local sponsorship campaign creative
THE RESULTS
Whether for homegating or tailgating, LG and Best Buy (and Advantage!) leveraged college football fan passion throughout football season with this integrated local sponsorship campaign garnering nearly 400 million impressions across digital, social, radio, experiential and signage. Additionally, the program generated over 33,000 sweepstakes entries and created significant sales lift versus the program KPI (actual % confidential per client). We call that a game winner for all!
college football sponsorship game day ad
LED Signage as part of local college football sponsorship

During the college football season, Advantage designed and activated the “Road to Homecoming” platform, a localized co-marketing sponsorship campaign between LG Electronics and Best Buy.

LED Signage as part of local college football sponsorship