LG Electronics wanted its agency partner, Ogilvy, to showcase how its news InstaView™ Door-in-Door® Refrigerator with Craft Ice™ enhanced at-home entertainment.
Its Craft Ice automatically makes ice balls, which is popular in cocktail bars, but LG wanted to make sure consumers were aware that this was not only for alcoholic beverages.
The result was a four-day immersive experience for influencers, media and the general public, highlighting the diverse uses of LG’s newest refrigerator.
Notable cocktail influencers were on site during the event to share cocktail and mocktail tips, and a family-friendly event, with Man Repeller, showcased its numerous uses for families. Among the other highlights of the event were appearances by Vanilla Ice and Ice-T, an intimate concert presented by SoFar Sounds and, of course, many Instagrammable photo-ops.
Coverage in media verticals reached more than 950 million impressions. The event hosted nearly 1,700 attendees, resulting in more than 3,000 product interactions.
On social media, LG received more than 500,000 organic impressions across all channels, with Instagram earning 190,1000 impressions, Twitter garnering nearly 160,000 impressions and Facebook receiving more than 161,000 impressions. This led to nearly 13,000 total social media engagements.
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