ENGLEWOOD CLIFFS, N.J.– LG Electronics USA, an Official Corporate Partner of the NCAA®, launched an innovative campaign with Learfield Sports and Best Buy to connect with millions of collegiate hoops fans and campus communities nationwide leading up to the 2013 NCAA Division I Men’s and Women’s Basketball Championships.
As part of its broader national Do March Right™ campaign, LG joined forces with Learfield and Best Buy to tap into college basketball fans’ passions at the local level – at area stores, and at campuses where Learfield Sports holds the athletic multimedia rights.
LG leveraged its brand name at the campus level through radio, venue signage, hospitality, digital and social media, and also through strategic experiential events, promotions, giveaways and fan appreciation functions to ensure a closer connect with the alumni, fans and campus communities. Complementing LG’s other Do March Right retailer promotions across the country were the LG in-store, consumer-driven events held at selected Best Buy stores. These events, featuring coaches and former players interacting with fans for photographs and autographs, were supported by local advertising, digital marketing and in-store signage.
“A key element of our broader nationwide NCAA-related marketing initiatives, our alliance with Learfield Sports, provided an exciting localized platform to help strengthen consumers’ emotional ties with the LG brand across our major product categories – home entertainment, home appliances and mobile phones,” said Michelle Acosta-Donovan, director, consumer promotions and sponsorships, LG Electronics USA.
Learfield Sports’ partner schools participating in LG’s fan initiative included the University of Illinois, Indiana University, University of Iowa, Iowa State University, University of Miami, University of Minnesota, University of Missouri, University of North Carolina, Oregon State University, Purdue University, San Diego State University, Stanford University, Texas A&M University and the University of Wisconsin.
LG Electronics also is driving exposure for its collegiate campaign through the Big Ten Conference, another Learfield Sports partner. The LG brand is being highlighted in venue signage, game day halftime promotions and digital media programs associated with the 2013 Big Ten Conference Men’s and Women’s Basketball Tournaments. Learfield’s local Big Ten Sports Properties has been driving the corporate partner platform for the conference since 2008.
“We’re thrilled to partner with LG and this national platform,” said Roy Seinfeld, Learfield Sports’ executive vice president, national sales. “LG aggressively wanted to tap into the undeniable passion of collegiate basketball fans, and we’ve provided them an automatic ‘in’ to revered properties they can’t get anywhere else. We’re excited about the visibility and exposure they’ve already received through this partnership.”
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About Learfield Sports
Learfield Sports, which manages multimedia rights for more than 50 collegiate institutions and associations, also titles the prestigious Learfield Sports Directors’ Cup. The company’s multi-media rights encompass numerous content distribution platforms to deliver the passion of college athletics across radio, television and digital networks to fans globally. Learfield Sports’ exclusive sports programming reaches more than 50 million television households nationally and delivers nearly 17,000 hours of radio programming on more than 1,000 radio stations. For additional information about the company, its collegiate portfolio and 40-year history, visit www.learfieldsports.com.
About LG Electronics USA
Proud official Corporate Partner of the NCAA, LG Electronics USA, Inc., based in Englewood Cliffs, N.J., is the North American subsidiary of LG Electronics, Inc., a $45 billion global force and technology leader in consumer electronics, home appliances and mobile communications. In the United States, LG Electronics sells a range of stylish and innovative home entertainment products, mobile phones, home appliances, commercial displays, air conditioning systems and solar energy solutions, all under LG’s “Life’s Good” marketing theme. LG is an ENERGY STAR® Partner of the Year. For more information, please visit www.lg.com.