Marketing is tricky, we all get that. In this all connected world, where we know what everyone is doing, all the time, it’s difficult to stand out from the crowd. Which is why companies are turning to more and more… interesting ways to put their product out there. So, in that vein, LG decided the best way to attract attention was to tie 100 vouchers for a free, brand new, G2 to helium balloons and then tell people when and where they were releasing them.
The results were, in a word, predictable.
The crowds turned up with BB guns, knives tied to sticks and essentially any kind of weapon that was likely to bring down a balloon; and then they surged when the balloons were released resulting in 20 people being injured. LG have offered to cover all the medical bills of those injured and that they take “full responsibility” and that other events have been called off for “safety concerns”
You can see the reasoning behind LG’s idea. Get people hyped up about getting a new smartphone, and then gamify it so people don’t get all sore (no pun intended) when they don’t get the phone. But really, someone somewhere should have probably been able to predict that telling people they can get a £600 smartphone for free if they bring down a balloon with a voucher attached would result in a situation like this.
Of course, this event puts LG front and centre in the public eye, but it doesn’t paint LG in the best light. This is the really tricky thing about good marketing, attracting attention is not that difficult, but you want it to be the right kind of attention. The Russian tampon advert was good because it had a sense of humour, was edgy and turned heads. The Marmite ad linked earlier has got a lot of negative reactions from people claiming it to be trivialising the plight of real animal abuse cases and the people who deal with them and despite 400,000 views, has had no appreciable increase in sales.
LG will go home and lick their wounds and their next publicity stunt will probably be quite safe and tame, but it will be interesting to see what the ultimate fallout from this event will be for them.
Luckily, Kumulos won’t be asking you to chase balloons through the streets; we just offer a solid Mobile Backend as a Service that promises to make your app development life that much easier.