LG NCAA National Sponsorship, Globe Trotters Game
WORK / NATIONAL SPONSORSHIP ACTIVATION

National Sponsorship Activation

THE CHALLENGE
LG’s NCAA partnership provided the brand with exclusive marketing and promotional rights, including IP usage, to NCAA logos and events, including March Madness. As LG’s sponsorship agency of record, Advantage was tasked with helping to bring the NCAA partnership to life in an authentic way to college sports fans that would drive sponsorship awareness and consideration.
LG Do Gameday Right Activation Mobile Tour
THE IDEA
LG has all the gear to help fans have the best game day experience in the comfort of their own homes. With this idea in mind, Advantage developed the “Do Game Day Right” slogan and positioning. A slam dunk, don’t you think? This positioning allowed LG to utilize brand-centric messaging and highlight specific LG products that enhance the fan’s game day experience – From stylish kitchen appliances which make producing game day meals easier, to mobile phones that connect you to the action in real time, to the latest in TV technology taking in-home viewing to a new level.
To bring LG’s “Do Game Day Right” slogan to life, Advantage consulted on all aspects of LG’s NCAA sponsorship activation including public relations, advertising, media, promotions and retail integration. Advantage also directly conceived, designed and executed LG’s on-site consumer experiential marketing activities and B2B hospitality programs. LG’s affiliation with the NCAA was leveraged across all marketing mix touch points, allowing the brand to make a huge impact on NCAA basketball fans via paid, owned and earned throughout March Madness.
In addition to March Madness activation, Advantage supported LG in promoting its NCAA sponsorship through integrated programming at other key NCAA events such as Women’s Final Four, Women’s Gymnastics and both Men and Women’s College World Series.
LA NCAA OOH signage and Training Facility Activation
THE RESULTS
Throughout the partnership, LG Electronics exceeded its goals of increasing sponsorship awareness and purchase consideration among target consumers. Key results from the sponsorship included 6% YOY partnership awareness and 10% increase in purchase consideration of NCAA fans who were aware that LG was a corporate partner. Slamma Jamma baby.

LG Electronics exceeded its goals of increasing sponsorship awareness and purchase consideration among target consumers.