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LG to spend Rs 50 mn on marketing activities around T20 World Cup

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MUMBAI: LG India has earmarked a marketing spend of Rs 50 million during the international Cricket Council (ICC) World Twenty20 that kicks off later this month.

LG, an ICC global partner, is, however, not planning to cut a sponsorship deal with BCCI for the IPL, according to a senior company executive.

LG India VP marketing L.K. Gupta says, "LG India has started its cricket promotion with the 20-20 Win Win contest. This campaign aims to create a unique and strong proposition for LG Brand shops and gives consumers a unique opportunity to be a part of T20 World Cup. Five lucky winners will win tickets to Colombo to watch the T20 World Cup daily. A total of 225 consumers

will go to Colombo to watch T2O World Cup. During the promotion on every purchase, the consumer will register themselves by messaging <Invoice no> < Space> <State> to the specified mobile no. In Tamil Nadu, there will be a ‘Slogan‘ contest. This promotion is not applicable in Kerala. "

Talking about the ICC deal, he said that the company has a long association being the Global Partners promoting cricket among its billions of followers. "We are proud to be associated with this great sport and with ICC this year also, to help grow the popularity of cricket and the pride associated with international cricket at the highest level. Through the 20 20 win win campaign we will once again connect emotionally with our consumers by making them a part of this sport. We are spending close to 50 million on this campaign which is being activated in more than 450 LG showrooms along with radio advertising in more than 50 cities."

LG is also active on the digital front. It has launched a property called My Cricket My Voice. "LG Electronics is one of the Global sponsors of ICC events till 2015. Along with several offline initiatives and campaigns that are built around cricket every year, this year LG India has launched an online property called ‘LG My Cricket My Voice’.

This long term property has been launched with a single minded objective of increasing consumer engagement. LG India’s plan is to make this property robust by launching several cricket related online activities spread over a period of time under ‘My Cricket My Voice’ wherein consumers can participate on contests, interact with select cricket personalities, express their views, passion, opinion etc on cricket, a sport that is almost a religion in India."

He explains that the first activity under this umbrella was launched on 30 August that involved an interactive session with Harsha Bhogle on LG Twitter platform. The campaign, he adds, generated 1321 tweets in a few hours.

LG also has plans to bring on board a couple of other cricket personalities for a similar consumer engagement program just before the ICC World Twenty20 Sri Lanka 2012 under ‘LG my Cricket My Voice’. ‘LG My Cricket My Voice’ will continue to serve the cricket enthusiasts, a platform to express their love for Cricket.

In terms of the other digital innovations that LG is doing, Gupta notes that the company co-hosted this year’s online voting for LG People’s Choice Award on LG India Facebook page. This worldwide voting that was resting on ICC Facebook page was given an impetus this year by adding LG India Facebook page through an API as another voting platform. Simultaneously a cricket quiz content was hosted on the LG India site which he says received close to 7000 entries.

"Over and above the individual activities, LG India is constantly seeding posts and tweets on the LG digital assets on a regular basis," avers Gupta.

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