Page 1

IN
MARCH
2008
LG
ANNOUNCED
SPONSORSHIP
OF
THE
SNOWBOARD
FIS
WORLD
CUP.


 KAOS’
EXPERIENCE
OF
WORKING
WITH
THE
FIS,
AND
OUR
IN‐DEPTH
KNOWLEDGE
OF
THE
 SNOWBOARDING
MARKET
ENABLED
US
TO
UNDERSTAND
HOW
LG
COULD
BEST
ACTIVATE
 THE
FIS
DEAL.



UK
CASE
STUDY
–
CAMPAIGN
OVERVIEW
 
DURING
THE
EARLY
PLANNING
STAGES
KAOS
IDENTIFIED
AN
OPPORTUNITY
FOR
THE
LG
FIS
LONDON
EVENT
TO
FORM
PART
OF
A
 LARGER
 SNOWSPORTS
 AND
 MUSIC
 FESTIVAL
 IN
 CENTRAL
 LONDON
 –
 THE
 LG
 FREEZE.
 THE
 IMPORTANCE
 AND
 RELEVANCE
 OF
 MUSIC
&
LIFESTYLE
ASSOCIATIONS,
AS
WELL
AS
THE
ACTION
SPORTS
CONNECTION
IS
KEY
TO
TARGETING
THE
YOUTH
AUDIENCE
 
KAOS
IMPLEMENTED
A
HOLISTIC
STRATEGY
TO
CONNECT
WITH
A
BROAD
AUDIENCE
AND
GENERATE
VALUABLE
PR
COVERAGE



1.
LG
AIR
BAG
TOUR
 KAOS
IMPLEMENTED
THE
LG
FREEZE
AIR
BAG
TOUR
AROUND
UK
INDOOR
AND
OUTDOOR
ARTIFICIAL
SLOPES
IN
THE
 RUN
UP
TO
THE
LG
FREEZE
 • 

GENERATE
AWARENESS
OF
LG’S
SPONSORSHIP
OF
FIS
&
INVOLVEMENT
IN
SNOWBOARDING
 • 

CONNECT
DIRECTLY
AND
CREDIBLY
WITH
THE
CORE
MARKET
 • 

PROMOTE
THE
LG
FREEZE
&
DRIVE
ATTENDANCE
 • 

DRIVE
TRAFFIC
TO
LG
WEBSITE
&
OTHER
ONLINE
ACTIVITIES
 • 

PROVIDE
A
PLATFORM
TO
CREATE
PR
INITIATIVES


LG
PRO
RIDER
–
DAN
 WAKEHAM
GAVE
 COACHING
ON
AIR
BAG




1.
LG
AIR
BAG
TOUR
CONTINUED
 THE
AIR
BAG
FINALS
AT
THE
LG
FREEZE,
LONDON


SPECTATORS
&
PARTICPANTS
RECEIVED
AN
LG
GOODY
BAG


LG
STICKER
SHEET


EXCLUSIVE
10%
DISCOUNT
 FLYER
TO
FREEZE


LG
BAG


HANDSET
 INFORMATION


LG
TOUR
T‐SHIRT


LG
LANYARD
&
 LIPBALM



1.
LG
AIR
BAG
TOUR
CONTINUED
 TOUR
PROMOTION


CHART
SHOWING
HOW
AIR
BAG
EVENT
ATTENDEES
WERE
MADE
AWARE
OF
LG
AIR
BAG
TOUR
 • 
WORD
OF
MOUTH
WAS

INTEGRAL
 TO
RAISING
TOUR
AWARENESS
 • 
THE
INTERNET
[SOCIAL
 NETWORKING
&
ONLINE
PR]
WAS
THE
 MAIN
SOURCE
OF
EVENT
AWARENESS



2.
LG
BRAND
AMBASSDOR
 KAOS
RECOGNISED
THE
IMPORTANCE
OF
A
BRAND
AMBASSADOR
FOR
LG
WITHIN
SNOWSPORTS
&
SPONSORED
THE
UK
NO.1:
DAN
WAKEHAM


PR
COVERAGE


CONTENT


APPEARANCES


COLLATERAL


3.
LG
SNOWBOARD
QUIZ
 KAOS
CREATED
THE
LG
DIGITAL
SNOWBOARD
QUIZ
AS
AN
APPLICATION
ON
SOCIAL
NETWORKING
SITES:
 • 

TO
FACILITATE
LG
TO
REACH
A
BROADER
AUDIENCE
BEYOND
THE
CORE
SNOWSPORTS
MARKET
 • 

QUIZ
SCHEDULED
TO
RUN
POST
FREEZE
EVENT
TO
GAIN
MAXIMUM
EXPOSURE



4.

LG
WEBSITE
 DIGITAL
MEDIA
IS
BECOMING
THE
MOST
IMPORTANT
VIEWING
&
COMMUNICATION
MEDIUM
FOR
THE
YOUTH
 SECTORS,
THEREFORE
A
BESPOKE
WEBSITE
WAS
ESSENTIAL
TO
THE
CAMPAIGN. WEBSITE
ELEMENTS


LG
AIR
BAG
TOUR
INFORMATION
&
 ONLINE
REGISTRATION


DAN
WALKEAHM
BLOG:
REGULAR
 VIDEO
&
TEXT
UPDATES
FROM
THE
 PRO


LG
AIR
BAG
GALLERY:
HIGH
RES
 IMAGES
AVAILABLE
TO
DOWNLOAD


KEY
STATISTICS
 VISITORS


11,904


PAGE
VIEWS


74,514


PAGES
PER
VISIT
 AVG.
TIME
ON
SITE
 LG
SNOWBOARD
QUIZ:
PROMOTION
 OF
QUIZ
AND
PRIZES


LG
PRODUCT
SHOWCASE


MOST
POPULAR
PAGE


6.26
 00:03.29
 LG
GALLERY



5.
LG
FREEZE
 A
FOUR
DAY
SNOWSPORTS
AND
MUSIC
FESTIVAL
FEATURING
THE
LG
FIS
WORLD
CUP
BIG
AIR
AT
LONDON’S
ICONIC
 BATTERSEA
POWER
STATION.

 .

 LG
ON
SITE
ACTIVATION


LG
FIS
SNOWBOARD
WORLD
CUP
COMP:
 LG
TV’S,
HI‐FI’S
&
HANDSETS
FOR
PRIZES.
 OVER
10,000
SPECTATORS


LG
AIR
BAG
FINALS.
THE
CULMINATION
OF
 THE
LG
AIR
BAG
TOUR
WHERE
THE
 FINALISTS
COMPETED
AGAINST
THE
PRO’S.


LG
LOUNGE:
LG
GUESTS
WERE
INVITED
TO
 THE
LUXURY
LOUNGE
WITH
PRIME
VIEWING
 POSITION


EXPERIENTIAL:
LG
YETIS
&
ICE
MAIDENS
 INTERACTED
WITH
THE
PUBLIC
TO
 DEMONSTRATE
HANDSETS


BESPOKE
LG
EVENT
INFO
PACK
&
LANYARD
 WERE
GIVEN
OUT
AT
THE
ENTRY
GATE.
 INCLUDED
SCHEDULE

&
LG
PRODUCT
INFO


TEXT
TO
WIN
COMP:
MONEY
CAN’T
BUY
 EXPERIENCE
TO
WATCH
THE
COMPETITION
 ACTION
FROM
THE
JUDGES
TOWER



5.
LG
FREEZE
CONTINUED
 EVENT
GALLRY


HUGE
CROWDS
GATHER
TO
WATCH
THE
 LG
SNOWBOARD
FIS
WORLD
CUP
FINALS


THE
ENEMY
HEADLINES
ON
FRIDAY
 NIGHT
IN
THE

BIG
TOP
TENT


THE
LG
SNOWBOARD
WINNERS
CELEBRATE
 ON
THE
PODIUM


CYPRESS
HILL
HEADLINE
SATURDAY
 IN
FRONT
OF
8,000
PEOPLE


PRO
RIDER
PREPARES
FOR
HIS
RUN
 AT
THE
TOP
OF
THE
RAMP


CAMERAMEN
FROM
CHANNEL
4,
 EUROSPORTS,
BBC
&
MORE
FILM
THE
 COMPETITION


DAN
WAKEHAM
LG
PHOTO
SHOOT
 PROMOTING
LG
FREEZE



EVENT
OVERVIEW
 KEY
PERFORMANCE
INDICATORS
AND
MEDIA
COVERAGE
RESULTS


VALUE
OF
PR
COVERAGE
 Total
Air
Bag
PR:
£698,187*
 Total
Athlete
PR
[Dan
Wakeham]:
£200,000**


 Total
Freeze
PR
[inc.
adver`sing]:
£3,200,000***
 REACH
THROUGH
PR
 Air
Bag
Tour:
23,417,380*
 Freeze:
[inc.
adver`sing]
105,000,000***
 EVENT
ATTENDANCE
 
Air
Bag
Tour
Acendance:
21,000
over
4
days
 
Freeze
Acendance:
21,000
over
4
days
 TOP
MEDIAL
HIGHLIGHTS
 • 

Channel
4








 
 







 
 







 
 • 

Euro
Sport


 
 • 

BBC
London




 
 • 

News
Of
The
World
 • 

TheTelegraph
 
 • 

BBC
Radio
1
 



Bespoke
T4
Program
‐
Saturday
1st
November
 
Freesports
on
4
Freeze
–Fes`val
Highlights
‐
Sunday
2nd
and
Tuesday
4th
November

 
Freesports
on
4
Freeze
–Fes`val
Highlights,
Sport
Focused
‐
Friday
7thNovember

 
Live
streaming

on
Eurosport
broadcast

worldwide

 
Live
footage
on
BBC
London
News
 
Video
footage
on
the
homepage
[accompanying
ar`cle
in
print]

 
Video
footage
on
the
Daily
Telegraph
homepage
[accompanying
ar`cle
in
print]
 
Live
coverage
on
Radio
1’s
Newsbeat



*
Based
on
the
assump/on
that
earned
PR
is
worth
approximately
3
/mes
more
than
paid
adver/sing
in
printed
and
digital
press
 **Using
the
same
calcula/on
as
above
and
combining
the
total
value
of
Dan
Wakeham’s
PR
coverage
achieved
in
associa/on
with
LG
 Air
Bag
Tour
and
LG
Freeze

 ***
Source:
Sports
VIsion


KAOS Europe Case Study - LG Airbag Tour  

KAOS Europe Case Study - LG Airbag Tour

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