LG X NCAA

Breaking the Regulation Trap

LG was stuck. The NCAA's strict regulations on player usage and associated costs had boxed the brand into generic, forgettable executions. Sales were flat, and engagement was completely empty.

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The Fan at the Center

As lead creative and sports activation strategist, I pivoted away from expensive licensed imagery and instead brought the raw passion of the fan directly into the game. Dressed in everyday clothes yet glowing with innovation, this new partnership positioned LG as the premier high-tech brand for the true fan. We put them right at the center of the action, whether they were watching the game, cooking for a watch party, or cleaning up afterward.

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Comprehensive Activation

The campaign spanned multiple touchpoints, taking the brand far beyond standard television spots. We integrated out-of-home advertising, immersive Final Four experiential events, program ads, and digital online games. To crown the effort, we executed an integrated influencer takeover featuring ESPN Analysts Grant Hill and Jay Bilas.

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The Results

• +350% increase in point-of-sale activations

• 3x retail sales achieved with the exact same year-over-year program discounts