Challenge

LG, a leading manufacturer of mobile phones, recognized the growing issues of teens and their potentially dangerous mobile phone habits. Alcone was tasked to position LG as the ultimate resource on all issues of mobile phone misuse (including sexting, mobile harassment, and texting while driving – to name a few). Additionally, Alcone needed to create an online community where parents could engage with one another, and where LG could continue to deliver meaningful messages in a humorous and lighthearted manner - without appearing preachy or irresponsible.

Solution

With Emmy Award-winning actress Jane Lynch as our star, Alcone created a back-story where Jane – a blatant mobile phone misuser – got pulled over for texting while driving. Then, after a lengthy session in LG Text Rehab, Jane went from text offender to text educator, and her community service was to school parents about mobile phone misuse and teen texting issues. Alcone created five episodes, each focusing on a different mobile misuse topic, that were packed with both humor and stats. These episodes were featured online at the LG Text Ed Facebook site, which created a community that shared stories, asked questions, and engaged with the LG Text Ed Facebook moderator. Additionally, the Facebook site provided captivating widgets and applications to further engage the community and develop an affinity with the LG brand.

Results

As the campaign progressed, the online community continued to grow. The success of the campaign is unprecedented: averaging 400+ Facebook "likes" per day, tens of thousands of video views, tens of millions of dollars in PR value, and nearly 20,000,000 online impressions!