To support the launch of a new smartphone, LG created the “Friend Factory” Sweepstakes & Instant Win Game, an interactive promotion that combined branded gameplay with both instant win prizes and a Grand Prize sweepstakes. Participants played the game to receive an instant win opportunity and automatic entry into the Grand Prize drawing, while optional social sharing earned additional sweepstakes entries and helped extend the campaign’s reach.
Instant winners received smartphone accessories, while one Grand Prize winner received the featured smartphone and an accessories prize package.
Why It Worked
The promotion transformed a product launch into an interactive brand experience. Rather than simply introducing a new smartphone, LG used gameplay to encourage consumers to actively engage with the campaign while reinforcing awareness of the device and its accessories. Layering an instant win game with a sweepstakes created multiple opportunities to participate, rewarding immediate engagement while maintaining excitement around the Grand Prize throughout the promotion.
