LG’s finger-focused contest promotes latest G2 phone

To promote its new G2 smartphone’s one-finger-optimized design, LG is asking Canadians what they can do with just one finger. During a four-week contest created by Publicis, fans are invited to submit photos and videos of themselves doing something exciting with their index finger for a chance to win a G2 phone prior to is […]

To promote its new G2 smartphone’s one-finger-optimized design, LG is asking Canadians what they can do with just one finger.

During a four-week contest created by Publicis, fans are invited to submit photos and videos of themselves doing something exciting with their index finger for a chance to win a G2 phone prior to is planned fall launch. So far fans have shot themselves dangling a bunch of a shopping bags, writing in the sand and playing music on water glasses.

https://www.facebook.com/LGCanada“>

In the leadup to the official G2 launch, LG has been playing hard on its unique rear key controls, which are intended to solve the common gripe that large screens (like the G2′s 5.2″ screen) make it impossible to reach side-mounted volume and power buttons. G2 users can control volume, quick memos and scrolling while using the phone one-handed, and they can also use the rear keys to zoom and take photos with the phone’s 13 MP camera, making self-portraits a little easier.

In extensive market research on smartphone users’ behaviour leading up to the development of the G2, LG found that 55% of consumers think it’s important to be able to control their phone with just one finger.

“This is a key differentiator for us. It comes from consumers’ input,” says Court Elliott, senior manager brand communications, LG Electronics Canada. It’s important for the brand to communicate the consumer-driven purpose of the design in its messaging, he says.

Working with Publicis, Elliott’s team developed the One Finger Challenge to promote the phone through social media, and “have some fun at the end of the day.” He said that since the contest soft-launched last week, LG has already received thousands of entries.

So far, the contest is a Canada-only initiative, but as marketing for the G2 heats up for its global launch, it may well catch on elsewhere.

Brands Articles

Drag queens help give Starbucks Canada video a jolt

The coffee chain is one of many brands targeting LGBT consumers

Subway and Disney team up for Big Hero 6 promotion

Twitter contest gives away tickets to advanced screenings across Canada

McCain’s new ad pushes versatility of fries – and fun

Creative showcases first major redesign for the company in more than 50 years

CMOs are being shut out when C-suites need them more than ever (Column)

Marketing has never been more important, but CMOs are often outside looking in

Following Shoppers Drug Mart’s dive into fresh

The retailer is adding fresh food to its offering. Is it just what consumers ordered?

Twist Image named digital AOR for Treasury Wine Estates

The WPP agency wins after a three-month, North America-wide review

Sport Chek goes grassroots with Toronto Raptors anthem

The retailer hits the court for the start of basketball season

O.B. tampons challenges women to ‘Give us one period’

Campaign aims to educate non-users and break down barriers to usage