Using Facebook as the advertising medium to promote a new sound system, LG seems to have found the correct medium, in partnership with a DJ celebrity, to target its potential buyers.
Online campaign
LG launched an online Facebook campaign in partnership with DJ Sbu to promote its Ziyawa
sound system.
Celebrity use
The online campaign aims to demonstrate the power of the LG Ziyawa sound system and, to this end; the company opted for celebrity use.
Medium combination
DJ Sbu is hosting the ‘Ziyawa Experiments’ on a weekly basis. The DJ demonstrates the power of the sound system in a lab with his unreleased music material. He uses the vibrations the sound system generates to produce unique artworks. The footage from these experiments is loaded onto the Facebook page where users can view it for themselves.
Effective results
Two weeks after the launch the LG South Africa Facebook pagehas more than 32 000 likes and over 1 900 active users are talking about the sound system.
