After working with Motorola for several years helping them build their brand image online we were approached by LG to help them build their brand awareness online. At the time most people did not know of LG and they were considered a small threat with only 3% of the cellular market share.

Our approach was less about the product and more about living the brand experience. We created several micro sites that were more entertainment than product centric. With a double-decker recording studio hitting all the popular events we captured sound bites that were transmitted back to us and published online where we allowed the world to vote on their favorite contestant. We also featured celebrities using their product along with a monthly comic series where the story was driven by the users. Taking what we learned with Motorola we knew that their product market was segmented so we reached out to those audiences through some of the most popular social media sites by offering them all a unique experience that spoke directly to them.

The micro sites became a place for them to announce their new products to the world. We did this creatively through celebrities, parties and events.