ACTIVATIONS, BLOGS & VIDEOS
LG | “Go Out With a Bang” Brand Activation
Challenge: With the Time’s Square festivities canceled, LG was looking for an activation that would leverage their Jumbotron, be relevant to New Year’s Eve and feel empathetic, anthemic, and communal—while sparking meaningful engagement nationwide.
Insights & Solution: Ask people to name the one thing they’ll miss about 2020, and chances are it’s the daily 7:00PM tribute to frontline workers. Joining in to “make some noise” helped to make us feel connected (if only for five minutes). And what better time than New Year’s Eve to bring it back! (If only for one night.)
PROGRAM SNAPSHOT:
We’ll engage celebrities to sound the drum. Prompting thousands to upload their most banging pot-n-pan solos—and thousands more to vote for their favorites (all while raising thousands to feed our frontline heroes). We’ll then string them together to create a kind of cross-country, digital drumline guaranteed to connect the country. On every device and corner, come 12:00 midnight, New Year’s Eve.
And we’re not done with those pots yet. Every time you vote or post, a donation will be made to various struggling restaurants across the country, who will use those funds to prepare meals for local first responders.
Just imagine it! Millions of Americans drumming in tribute. Closing out a year we wouldn’t mind forgetting… by honoring those we never will.
PROGRAM ELEMENTS:
The cookware-inspired tribute that started at the beginning of the year in china will help us close out the year in Times Square. Quite stirring really, when you consider banging pots with spoons has been a New Year’s Eve tradition for centuries.
Digital:
Video channel housing community’s pot, pan & drum solos
Live social stream that allows voting for your favorite solo in real time • auction page, allowing real-time bidding
Integrated social, that allows you to share favorites
Count-down clock—set to play final compilation video in perfect sync across all devices
Social: An LG Facebook campaign and page activation will be equal parts timpani and tribute—a social hub designed to drum up continual uploads and action (including voting, bidding, and streaming), as the community prepares to resurrect the year’s most moving ritual.
Live-stream Event: Our countdown to midnight will be a mix of taped video appearances from Jimmy Fallon (on the classroom drum); Philharmonic Timpanist, Markus Rhoten; and YouTube sensation, Nandi Bushell, plus, live-streaming faces from the frontlines—culminating with the synchronized launch of our compiled digital drumline (set to play at exactly 12:00 midnight exactly across all devices).
Charitable Tie-in: We’ll donate $1 to Feed the Frontlines NYC* for every drum- or pot-banging video; and cover the tab as celebrity chef Marcus Samuelsson (and others) bang out 4-star meals to help feed the frontlines.
PR/Celebrity Tie-in: With auction lots appearing on the Jumbotron daily (and online bidding closing at 12:00 midnight), it’s the chance to snare everything from Dave Grohl’s drumsticks to a classic Dixieland band for your next private party.**
*And its sister organizations nationwide
**safety precautions permitting
