DailyBlogr - The LG Liveborderless Social Media Campaign

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How about someone give you $100,000 to travel around the world, for free and all you got to do is record yourself on a home video and tell them, why you’d like to be the one ? Sounds too good to be true right ? Well it is for real and its happening on social media.

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LG – The leading electronics company has come out with a new social media campaign for its new range of TV’s that has a unique new feature of being borderless (okay…). Yeah, that’s the product and they’ve embraced social media. Eat that, all the companies hesitant to make the move yet Live Borderless.

I’m quite impressed with their efforts and not so impressed wither. Impressed because the campaign is fairly simple, well executed, and wraps up quick touching the right notes. "Borderless" keyword will get stuck to you if you ever come across the campaign, and that’s probably all that the brand want. There is no unnecessary noise and the fun zing always remain.

Here are a few lessons from the whole campaign:

1 – Find a mirror phrase for your brand, never throw it on the face

Like all social media campaigns, the final product or the brand always lives in the "subconscious mind" not right in front of you. Here, LG and "Borderless" TV’s are almost invisible but its always lurking behind the core idea of "Living Borderless". Clever.

2 – Knowing which medium doesn’t work for you is as important as knowing which doesn’t

The Liveborderless campaign is based on a simple idea. Get people to talk about the borderless concept, get those travel loving ones to participate, and leave the rest to ogle and onlook the whole buzz. YouTube would have been an obvious choice but because of its complexities and limitations the site built a custom video upload option, which let people upload videos from their machines. Simple, yet effective. They do have a  twitter and facebook account however that supports building the community around the concept.

3 – Get a brand ambassador who’s naturally fun and entertaining.

Another core strength of the whole campaign was this beaver / chipmunk who was assigned to make you laugh. And as a matter of fact, more than the participants, its probably this guy’s video that got shared most and it helped in popularising the concept.

LG – Live Borderless Social Media Campaign 

4 – Keep the idea simple. ( Click > Participate > Share )

The idea wasn’t complicated. It didn’t ask you to write an essay,it didn’t ask you to pass the message to hundred friends nor it asked you for your passport. If you’re interested, just click on your webcam, record yourself, post it. That’s it. When the time spent to enter a contest like this is larger than usual then the risk of warding people away too is higher.

5 – Be Genuine, Be Awesome, But don’t try to “utilize” people

This idea was awesome and many people thought it was too good to be true. But it was genuine, and it was for real. It didn’t do anything so as to “make use” of your network or friends or anything. That genuine feel is a feel good factor and prompts people to stick to it, rather than moving away.

Anyhow, the LG Live Borderless social media campaign was quite interesting, and they are nearing the final voting days now, where the user uploaded videos are being voted for the best, and the guy who gets selected is going around the world in 80 days. I wish I could take a vacation at least.

Check out their website here

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