LG kicks off £5m ‘Live the Game’ campaign

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LG Electronics (LG), Official Partner of the England senior men’s team and Wembley Stadium connected by EE, is set to unveil a £5 million ATL campaign ahead of the big summer of football to support its partnership with The FA and launch its new range of OLED AI TVs.

The campaign concept ‘Live The Game’ acknowledges that most England fans will experience the upcoming World Cup from their living rooms. LG has produced a video series with past, present and future England stars – Terry Butcher, Eric Dier, and Dominic Calvert-Lewin – showcasing them watching England matches on an LG OLED E8. The series captures the conversations between the three players as they ‘Live the Game’ and reveal how they felt in the big moments within the games.

The content will be distributed through the Telegraph via a bespoke hub and across all its football channels (video, social, digital display and print), as well as through LG and FA owned networks. This will then be followed by a multi-million pound TV and digital campaign, showcasing LG’s new AI technology, available for the first time in the 2018 range, the brand says.

The TV campaign will run through May and June surrounding key sports programming across ITV, Channel 4 and Sky, as well as VOD services. LG has also partnered with Acast to sponsor the largest independent football podcast in the UK, the ‘Football Ramble’ and FourFourTwo’s preview guide.

The PR campaign will also see LG deliver a home entertainment giveaway to residents living on a road or street with ‘Wembley’ in its name, surprising residents with a visit from an England legend who will be gifting them with LG home entertainment products including OLED and Super UHD TVs, SoundBars and the ThinQ AI Speaker.

LG UK marketing director Carolyn Anderson commented: “This is a major year for football and the home entertainment industry alike – as the Official Partner of the England men’s team and Wembley Stadium we have a unique opportunity to capture the hearts and minds of football fans with our ‘Live the Game’ campaign.

“Our £5million investment makes this one of our largest marketing campaigns in the UK to date and demonstrates our commitment to maximising our sponsorship with The FA and ensuring we are the number one home entertainment brand for football fans this summer.”

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