LG CINEMA HOUSE
Case Study
CHALLENGE
Prove to consumers that a $15,000 OLED TV is worth every single penny.
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INSIGHT
Overly lit and loud big box stores fail as a premium showcase for TV innovation and cinema-grade quality.
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BIG IDEA
Revolutionize the home theater experience by magnifying how LG OLED transports consumers into their favorite shows through both video and audio innovations.
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SOLUTION
Drop a house like Dorothy’s on the Hollywood Walk of Fame, Madison Square Garden and other iconic entertainment locations to scare consumers out of their senses. Creating a custom-designed four-wall immersive video experience in Dolby Vision and Atmos, cinephiles finally witnessed the awe-inspiring feeling an unparalleled TV experience could bring them. With the powerful partnerships of Netflix, Stranger Things, Marvel and Dolby, LG Cinema House was recognized as a revolutionary experience in sight, sound and sales.
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RESULTS
• Over a two-week run across three major cities, the experience drew in over 12,000 attendees, with 78% of visitors reporting that the OLED‑powered Dolby Atmos + Dolby Vision demo “felt more cinematic than my local theater.”
• LG tracked participant sentiment with post‑event surveys: 92% said they would consider upgrading to an LG OLED after the experience, while 85% shared digital content from the event—images, stories, and clips—resulting in an earned media reach of 2.3 million impressions across Instagram, Facebook, and Twitter.
• Retail partnerships added amplification: at pop-up adjacent Best Buy and LG showroom activations, LG saw a 15% uptick in OLED queries and a 9% rise in sales in the following month.
Hijacking Hollywood
AWARDS:
BEST MULI-MARKET EVENT
– EVENT MARKETER
EVENT TECH AWARD
BEST USE OF AV
– CHIEF MARKETER
74 MILLION IMPRESSIONS
FOR THE LOVE OF BAKING
A new convection oven launch doesn't grab headlines...until it does.
See, from our perspective, ovens don't just bake; they make moments, memories, connections, and friends. Through our love of baking, we show that we care for those both inside our homes and our communities. So when one of our most cherished institutions is in financial jeopardy, we aren't going to stand by. No, we're going to bake off.
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Under the strain of budget cutbacks, public schools were once again under attack. Teachers felt unsupported, and school supplies were in short supply. In collaboration with the Torrance school district, we invited three schools, their teachers, and students to participate in the LG ProBake Bake Off.
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After transforming an electronics store parking lot into event central, complete with a stage, tables and product showcases, we recruited media, influencers and the community to participate in a cookie-baking competition from scratch. With over 500 participants, LG ProBake Bake Off drew TV and newspaper coverage, influencers' video coverage and massive love from the community. All participating teachers and schools received donations from LG, and subsequently, LG ProBake Sales far exceeded benchmarks in the sales region.
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