LG Dual Play Tournament RecapJanuary 2013

Program Objectives

Drive LG brand awareness and trial among Hispanic consumers

Drive traffic and consideration of LG Home Electronics products at retail

Promote unique LG products and compelling experience of Dual Play features

Generate leads, increase quotes and sales at Curacao retail stores

Program Overview

During the month of January, starting on the 6th through the 25th, LG and Curacao retail stores partnered to activate the LG Dual Play Tournament

LG’s first official marketing program targeting the US Hispanic segment

LG’s activation initiatives included: A gaming tournament where online registrants competed by playing the

Xbox Forza Motorsports video game and console, and LG Dual Play Glasses at gaming stations in six Curacao retail stores in the Los Angeles area

Distribution of LG Dual Play Tournament collateral Distribution of LG Dual Play Tournament participant t-shirts Curacao customer engagement and experience via a fun gaming station area A Grand Finale of the tournament that included a celebrity Meet & Greet

and distribution of prizes to tournament winners

LG Dual Play Tournament OverviewIn January 2013, the LG Dual Play Tournament took place at Los Angeles area Curacao retail stores with the purpose of driving traffic and consideration of LG Home Electronics products. The tournament involved gaming station set-ups at six participating retail stores. Participants competed for the fastest time of the day, which meant advancing to the Grand Finale.

January 6th – 22nd – First Round• Consumers visited www.lgusa.com/dualplay and completed an online registration form, as well as selected a Curacao store location, date and time

to compete• During live events at Curacao retail stores, consumers were also invited to sign-up to compete in tournament• Each contestant played for the fastest time of the day by playing the Forza Motorsports racing video game on an Xbox video game console• A total of 54 finalists moved on to the Final Round of the LG Dual Play Tournament

January 25th – Final Round• At the Curacao LA store location, finalists again played for the fastest time of the day using Forza Motorsports racing video game on an Xbox video

game console• Four Finalists with the best times at the conclusion of the event were deemed the 1st, 2nd, 3rd and 4th place winners of the LG Dual Play Tournament• Event attendees had the opportunity to meet and greet Mexican race driver Carlos Contreras

Tournament Prizes• Grand Prize Winner walked home that day with:

• Four (4) Richard Petty Driving Experiences• One (1) 65” Smart TV• One (1) Xbox plus Kinect• Xbox games• Dual Play glasses

• Runner-Up won the following:• One (1) 55” Smart TV• One (1) Blue Ray Player• Xbox games

• 3rd & 4th Place Winners won Xbox games

LG Dual Play Tournament OverviewPromotional ElementsLeading up to and during the LG Dual Play Tournament, the following promotional elements were used:

Branded Table Covers & Tear Drop Flags Retractable Banners LG Dual Play T-Shirts In-store gaming area footprint Information & details on tournament Participant giveaways

Step & Repeat Backdrop Posters & Flyers RSA Buttons “Ask Me” Carlos Contreras Meet & Greet Area Displayed at Curacao stores Worn by Curacao employees

Curacao IntegrationLeveraging the existing relationship between LG and Curacao retail stores, the involvement of the participating store managers and their store associates was crucial to the success of the program. Driving LG brand awareness and trial with Curacao customers was the key objective, achieved via successful partnership efforts by LG and Curacao.

The six (6) participating Curacao retail store locations of Los Angeles, South Gate, Huntington Park, Anaheim, Santa Ana and San Bernardino worked in partnership with LG throughout the month of January to integrate the following activities into their day-to-day store duties:• Display of LG Dual Play Tournament POP’s throughout the store: posters, pull-up banners, and tear drop flags• Usage of current store LG products to make a gaming station set-up that drew attention to consumers• Store associates wearing “Ask Me” Buttons to promote the tournament and incite consumers to sign up• Sales associates and LG Brand Ambassadors combined efforts to promote LG product and sales, therefore created a win-win situation

for both parties• Integration of Store Incentive Program to promote online registrations, where the winning Los Angeles, South Gate and San

Bernardino stores each received $200 worth of gift cards

Carlos Contreras IntegrationThe integration of Mexican Race Car Driver Carlos Contreras made for an overall exciting and interactive event for attendees. Consumers had the opportunity to meet Carlos, take pictures with him, and receive personalized autograph cards from him. In addition, Carlos also participated in the tournament by playing Forza Motorsports for the fastest time against the Grand Prize Winner, Ismael Villafana. At the completion of the Grand Finale, Carlos gifted winner contest winner with his racing gloves used a the 2012 Daytona 250.

Leading up to the Grand Finale, Carlos assisted with an online social media marketing campaign via his Twitter network by tweeting about the Grand Finale on a daily basis in English and Spanish. The tweets contained information on the Grand Finale, congratulated all of the finalists, gave details on what day and time the grand finale was, as well as details on when he would be arriving at the Grand Finale as well. Carlos Contreras’ involvement in the online campaign and in the overall program was a huge success and benefit for all.

Terra Campaign LG.com Site

Torneo LG Dual Play Discover LG Dual Play

55LM6700 Spanish Product Page Site URL: http://www.lg.com/us/promotions/dual-play-tournament Site URL: http://www.lg.com/us/tv-audio-video/discoverlgtvs/dualplay/index.jsp

Site URL: http://www.lg.com/us/lg-55LM6700-led-tv-spanish.jsp

Considerations

• Continue to engage the US Hispanic consumer with experiences that connect with personal lifestyle, at a one-to-one level

• Awareness levels and brand recall are high among this consumer, and help connect with program and generate personal experiences

• Although gaming was leveraged specifically to feature LG TV product attributes (LG Dual Play), it proved to be a powerful creative strategy that connects with this consumer

• Motorsports is a great platform to connect with US Hispanics, however, it appears to be limited in it’s reach (regional vs. national). Consider alternatives platforms that can help engage with consumer at a national level and continue to deliver regional value

Additional Pictures

Additional Pictures