With the practice of text messaging showing no signs of slowing down, LG Electronics wanted to further capitalize on the use of this highly popular activity among the youth segment.
Enlisting the help of Ogilvy Public Relations Worldwide, its AOR, the company launched an effort aimed at 18- to 34-year-olds that was designed to increase brand awareness and drive sales.
Strategy
LG and Ogilvy decided they would reward people for their texting abilities and launched the LG National Texting Championship. James Williams, EVP ...