LG FREEZE CONNECT

2009

Campaign Highlights

Presented by KAOS

November 2009

1. FREEZE CONNECT SITE

Central hub for all digital activity which connects LG with social

networking.

Hosts exclusive content and competitions

2. BRAND AMBASSADORS

Affiliation with the UK’s top snowboarder Ben Kilner to drive PR coverage. Additional sponsorship of

popular snow sports presenters Tim

5. POST EVENT

Film and Photo gallery hosted on Freeze Connect and post-event

consumer competitions.

The CampaignThe LG 2009 Freeze Connect campaign centred around 5 key elements:

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popular snow sports presenters Tim and Jools who have a strong social

networking presence.

3. TWITTERATI COMPETITION

A pioneering competition concept whereby LG searches for the UK’s most influential Twitterers to provide live coverage through Twitter at the London Freeze

4. AT EVENT / EXPERIENTIAL

An impressive experiential area to bring together Freeze Connect interactions and deliver a Life’s

Good consumer brand experience.

consumer competitions.

Continue to follow Ben Kilner on LG FIS circuit

Freeze Connect Online

Overview

Freeze Connect unites Facebook, Twitter and the LGFreeze Blog to create a live digital entity centredaround the London Freeze.

Freeze Connect is exclusively run by LG giving thebrand direct access to the target market.

With regular London Freeze updates and a significantonline community, Freeze Connect became the go-toonline area for the London Freeze both pre and post-event.

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event.

www.londonfreeze.com/lg

www.facebook.com/londonfreeze

www.twitter.com/londonfreeze

HOMEPAGE: ACCUMULATES THE LIVE LONDON FREEZE CONSUMER UPDATES FROM TWITTER & FACEBOOK WHILST INTEGRATING HERO PRODUCT

Freeze Connect: Online Competition - case study

Life’s Good Competition [Launched 23.09.09]� Freeze Connect users were asked to tell London Freeze why ‘Life’s Good’ today.� This competition format succeeded in embedding LG’s Life’s Good message amongst the Freeze

Connect community

Life’s Good because I’ve just got my first seasonnaire’s job in the French Alpes in a ski shop...Life is Ffffing excellent...6 months of

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Sample of entries for the Life’s Good competition

excellent...6 months of snow...woooooooo

Within a matter of days Freeze Connect had quickly established a close online community.

Below is a prime example of how Freeze Connect instigated Life’s Good moments and connected people who did not previously know each other.

Freeze Connect: Authentic Life’s Good Experiences

On 23 September, Lucy Ball announced on the London Freeze Facebook fan page that she was due to give birth within 4 days (in response to “why’s Life Good today?”).

Freeze Connect suggested fans should send gifts to Lucy.

On 5 November a Facebook Fan member uploaded images of the jumper he had knitted for Lucy Ball’s baby, which he has now sent to her.

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has now sent to her.

A London Freeze facebook fan knitted another members’ newborn daughter a London Freeze / Beserk sweater

Website & Blog� Unique Visitors: 12.184� Total Page Views: 33.209� Avg. Time on site: 3.19 mins

Facebook� Total Fans: 5,655 (to date)� Unique Views: 18,529� Page Views: 59,014� Recorded Interactions: 2,402 (direct interactions between consumers and London Freeze)

� Interactions Amongst Community: 9,000 (estimate)

FREEZE CONNECT: Digital Statistics

Freeze Connect: Statistics

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� Interactions Amongst Community: 9,000 (estimate)� 56% of Freeze Connect Facebook users are between 13 and 24 yrs old� 35% of Freeze Connect Facebook users are between 25 and 35 yrs old

Twitter� Total Followers: 437� Twitpic Views: 2,946� No. of time cited: 470 (over 7days w/c 30.10.09)� High signal ratio: 167 our of 222 latest tweets contained links to content� According to comscore.com the average twitter user is 31 years old and only 11% are between 11 -17 yrs old

LG Brand Ambassadors: Tim and Jools

The sports personality: Ben Kilner

�UK’s top male snowboarder and competes on LG FIS WC circuit�Appeared in the LG digital campaign through films�Contributed to the LG Freeze Connect blog�Competed at London Freeze�Led the two Press Days at Hemel Hempstead�Accounted for significant proportion of mainstream and core media from sport perspective�Likely to compete at Vancouver Winter Olympics

The social networkers: Tim & Jools

Brand Ambassadors

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The social networkers: Tim & Jools

�The faces of Snowfix (popular snowsports podcast relevant to the Freeze audience)�Established presenters & film makers�Conducted rider and band interviews at the Freeze for Life’s Good online films�Well known to the target audience�Worked with Ben to interact in films�Fronted the consumer competitions pre and during event�Social and approachable

London Freeze: Consumer Journey

At Event: Life’s Good Hub

�The Life’s Good Hub was the centre for LG’s experiential activity�A dome shaped 9m by 9m tent stood on a raised wooden platform, allowing excellent viewingof the skiing and snowboarding�Due to strategic positioning the Life’s Good Hub was highly visible upon event entrance�10,000+ attendees visited the Hub across the London Freeze event

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LIFE’S GOOD HUB. EVENT ENTRANCE PERSPECTIVE

LG LOGO AGAINST IMPRESSIVE POWER STATION BACK DROP

LIFE’S GOOD SLOGAN FACES THE MUSIC TENT

London Freeze: Consumer Journey

At Event: Life’s Good Hub

CROWDS WATCH THE SNOW SPORTS ACTION

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CROWDS WATCH THE SNOW SPORTS ACTION FROM THE LIFE’S GOOD HUB

HEAVY QUEUES FOR THE LG HUB FORMED ON SATURDAY & SUNDAY EVENINGS DURING THE COMPETITIONS

London Freeze: Consumer Journey

At Event: Life’s Good Hub

LG Interactive Screen [http://www.vimeo.com/7472857]� 4m by 3m screen formed the centre piece of the Life’s Good Hub.� The screen featured live consumer interactions with Freeze Connect through Facebook and Twitter.� Consumers could interact with the screen using their personal handsets and social network accounts or

through sampling LG display phones� Consumer messages uploaded to the London Freeze Twitter and Facebook accounts appeared on the LG

Interactive Screen for all event attendees to see.

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LG SCREEN WITH INTERACTIVE CONSUMER MESSAGES

LG SCREEN AS THE CENTRAL POINT IN THE LIFE’S GOOD HUB

London Freeze: Consumer Journey

At Event: Life’s Good Hub

Consumer Activities:� LG Interactive Screen� LG handset demonstrations� Consumer competition to win a ski holiday to Tignes,

France (courtesy of Crystal Ski)� Live TV feeds to the event, allowing attendees to watch the

action on LG screens from the Life’s Good Hub� Headline music acts held Q&A sessions which were filmed LIFE’S GOOD HUB INTERIOR.

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BESPOKE LG PHONE DISPLAY UNITSFOR KEY DEVICES [13 HANDSETS WEREDISPLAYED] AND WHAT MOBILE MAGS

LG PHONE TRAINERS ON HAND TODEMO HANDSETS TO CONSUMERS

CONSUMERS EXPERIENCED SOCIAL NETWORKING ON LG HANDSETS THHROUGH INTERACTING WITH THE LG SCREEN

Note that all results are provisional until final pieces are released

Current Value Of PR CoverageEst. total FREEZE Connect PR: >£1m*Total Freeze PR [excluding. advertising]: estimated at >£5m

PR Highlights�GQNewsletter editorial with links to FREEZE Connect, details of LG socialnetworking mobile phone, competition and lifestyle image of Ben with LGphone� Mirror.co.ukEvent preview, LG’s creation of FREEZE Connect plus intro film

Freeze Connect PR Results

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Event preview, LG’s creation of FREEZE Connect plus intro film� MensHealth.co.ukLearn to snowboard article, with details and link to FREEZE Connect�TheSun.co.ukQ&A with Ben, including branded action shot, and questions relating toLG's sponsorship of the World Cup

TV Distribution Schedule: Channel 4�Freeze Festival: 1 x 60” on Sat 14 Nov @ 1pm�Freeze Sports Show: 1 x 60” on Sun 15 Nov @ 8am�Freeze Music Show: 1 x 30” TBC�Up to 8 repeats can be shown between Nov 09 and Nov 2010.

* Based on the workings that earned PR is worth the equivalent of an average of £30 per thousand unique users online and 3 times the price of paid for advertising.