LG launches social media contest to promote refrigerator

LG Electronics USA has launched a Facebook contest to promote the release of its “super capacity, French-door refrigerator.” Digital agency Publicis Modem developed the initiative.

The “LG Ultimate Jelly Bean Count Contest” encourages consumers to watch a video about the refrigerator on the company’s Facebook page. The video prompts consumers to guess how many jelly beans can fit inside the 31-cubic-foot appliance.

To participate, consumers must “like” the company’s Facebook page and enter their name, email address and ZIP code. Participants can also opt in to the company’s mailing list to receive information about products and promotions.

The contest’s winner will receive a kitchen makeover with LG products valued at more than $6,500. During each week of the contest, a winner of a $100 gift card will be drawn randomly from the pool of entrants. The contest will run from August 11 to September 21.

“We wanted to do something in an interesting and fun way,” said Ellis Mass, director of brand communications for home appliances at LG Electronics. “When you think about the capacity of an electronic it can be dry, and most consumers aren’t knowledgeable about what 31 cubic feet means. They don’t know standard capacity is 25 cubic feet. But everyone has been to a carnival and had to guess how many jelly beans were in a jar.”

Mass declined to provide details on how the company is promoting the sweepstakes. But he did say the company will market the refrigerator through “national TV, digital, PR, events and in-store activity.”

“We’re using a multi-faceted approach to get the word out, and we are using some direct means as well,” he said.

The company has worked with digital AOR Publicis Modem for the past three years. In June, LG named iCrossing its global AOR but said it will continue to work with Publicis Modem and Mindshare on digital marketing.

Mass would not reveal the campaign’s budget.

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