Campaign Overview

LG teamed up with Netflix to create excitement around their innovative home entertainment technology while promoting the popular series Arrested Development, The Crown, and The Hill. The initiative focused on engaging their shared audience by highlighting LG’s cutting-edge technology and the dedication of Netflix’s most passionate viewers.

The result was the LG ‘B&Binge’ essay contest, which invited fans to share their devotion to their favorite Netflix show for the chance to win an unforgettable binge-watching experience featuring their new LG TV.

Our Solution

To captivate audiences and build excitement for both the LG TV line and the featured Netflix series, Realtime Media partnered to develop a promotion that celebrated the most passionate binge-watchers.

Our Approach:

• “Ultimate Fan” Essay Contest: In the LG ‘B&Binge’ Essay Contest, participants were invited to select their favorite Netflix series and write a 500-word essay explaining why they were the ultimate fan. Winners were selected by a panel of judges based on the creativity and passion demonstrated in their essays.
• Leverage Brand Partnerships: By partnering with Netflix, LG tapped into the streaming service’s popular series to reach and engage key demographic segments. This collaboration not only celebrated their shared audience but also amplified awareness for both brands, offering fans a fresh and compelling way to connect through an incentivized experience.
• Once-in-a-Lifetime Experiential Prizes: The top essay winners for each Netflix series received an all-inclusive vacation to an iconic location inspired by their favorite show. This extraordinary experience included binge-watching their selected show on LG’s revolutionary product, blending luxury with fandom.

Key Benefits:

• Increased Awareness: The contest drove new product awareness by highlighting the superior display technology of the LG TVs in a compelling and interactive way.
• Consumer Connection: By tapping into the emotional connection fans have with their favorite series, the promotion strengthened LG’s engagement with a dedicated and passionate audience segment.
• Collaborative Branding: This was a seamless co-promotion that elevated both brands: it effectively promoted Netflix series while driving product discovery and interest in LG TVs.

This innovative campaign demonstrated the power of combining unique audience experiences with strategic partnerships. By celebrating Netflix fans' devotion and showcasing LG’s cutting-edge technology, the promotion effectively achieved its goals of driving awareness, engagement, and brand affinity. It was a win for both binge-watchers and LG’s brand visibility.

Interested in learning more about how we can help with your next Digital Promotion? Get in touch with us today!