Category: Best use or integration of user-generated content
Advertiser: LG ELECTRONICS MOBILE NORTH AMERICA
Product/Service: LG THRILL 4G
Agency: MOMENTUM WORLDWIDE
Agency: MINDSHARE
Agency: PUBLICIS MODEM
Vice President/Executive Creative Director: Jeff Stevens (Momentum St Louis)
Senior Vice President/Group Creative Director: David Bannecke (Momentum St Louis)
Creative Director: Suzanne Gherardini (Momentum St Louis)
Associate Creative Director: Mark Philip (Momentum St Louis)
Vice President/Group Account Leader: Deborah Nobis (Momentum St Louis)
Account Director: Erika Williams (Momentum San Francisco)
Account Manager: Jen Remspecher (Momentum St. Louis)
Producer: Chris Manganelli (Momentum New York)
Senior Vice President/Talent/Entertainment: Joe Killian (Momentum New York)
Vice President/Account Director: Andrew Kelly (Momentum New York)
Executive Producer: Madison Wharton (Momentum New York)
Senior Integrated Producer: Amelia Sutton (Momentum New York)
Account Director: Graham Micone (Momentum New York)
Account Manager: Michael Berner (Momentum New York)
Media Director: Brent Mckay (Mindshare)
Digital Manager: David Bouchard (Mindshare)
Managing Director: Jacqueline Cox (LG One)
Account Supervisor: Erica Samandani (LG One)
Assistant Account Executive: Brandon Masters (LG One)
Frank The Plumber: Chris Kantrowitz
Media placement: User-Generated 3D Concert Film - YouTube - 4 August 2011
Campaign Description
Branded entertainment in the United States is omnipresent. From television to the internet, consumers are inundated with branded content and messaging with every click of the remote and mouse. So much so, consumers have begun to tune out. We wanted to change that for our client, LG, when they launched their new 3D smart phone, the Thrill 4G. We wanted to give consumers a stake in the branded content LG created by letting the consumers actually create it.
Effectiveness
LG was launching their 3D smart phone, the LG Thrill 4G, without the benefit of a traditional advertising budget, and they were targeting a tech-savvy audience that was generally critical of the technology. That’s why the client was looking for an innovative way to transform these sceptics into advocates for the brand.
We wanted to leverage a common consumer behaviour in a very uncommon way. And for this audience, that was their relationship between music and their phones—specifically concerts. Each year millions of consumers record concert footage using their smart phones, so why not throw a concert and invite key tech influencers to shoot the entire show using the LG Thrill?
Our solution was to transform sceptics into branded storytellers with world’s first user-generated 3D concert film.
We collaborated with Google/YouTube and their new 3D platform to host Jane’s Addiction Comes Alive and spread the word. We tapped into the crowd by leveraging Twitter, Facebook, Klout, and key blogs to bring the most influential people to the party. We even gave the phone to the band and let them shoot 3 teaser videos for their fans. A Facebook contest built even more buzz by giving die-hard fans the thrill of a lifetime—a VIP trip to meet the band at the show.
We then took over Terminal 5 in Hell’s Kitchen and brought Jane’s Addiction alive with a concert where over 100 individuals captured 1,000 minutes of 3D content that was then quickly edited together in a 60-minute branded film that premiered on YouTube 3D—where consumers could watch the entire concert in a variety of 3D formats; including HTML5 stereo view, interleaved, side by side, and even red/cyan for a retro feel.
Implementation
Jane’s Addiction Comes Alive was the world’s first user-generated 3D concert film — shot entirely with smart phones by consumers. It was a crowd-sourcing entertainment experiment where tastemakers, influencers and connectors were invited to ‘see, shoot and share’ the brand story via YouTube, Twitter and Facebook.
Outcome
Our goal was simple: we wanted to generate trial, advocacy and amplification of the LG Thrill 4G phone as it went to market. As a result of Jane’s Addiction Comes Alive, we generated over 173.9m total media impressions, over 2m YouTube channel views, 5,000+ shares on Facebook and over 1,000 Tweets that gave the LG Thrill 4G the early market buzz it needed and fans an entertainment experience they created.