By Barry Janoff
March 6, 2014: LG Electronics USA is no stranger to March Madness, and neither is former college and NBA star Clyde "the Glide" Drexler, and they will be joining forces to support the brand's multi-platform marketing during the coming NCAA Div. I Men's Basketball Tournament.
LG, now in its fifth year as an official NCAA corporate partner, said that Drexler would be the face of its “Do Game Day Right” campaign in conjunction with the 2014 NCAA Men’s Final Four.
Via its “Do Game Day Right” effort, LG said it would "offer tips for hosting [gatherings during] March Madness games, recipes for game day bites, keeping up with scores on your LG G Flex through the NCAA March Madness Live app and advice for setting up the ultimate viewing experience."
Support includes an anthem basketball-focused TV campaign, a dedicated Web site and such social media as Facebook, Twitter and YouTube.
“Sports offer so many great moments, whether you’re playing in the game or cheering on your team with family and friends,” Drexler, who played for the University of Houston Cougars in the NCAA men's basketball title game in 1983 (losing to North Carolina State), said in a statement. “I love that LG is helping fans make the most out of their game-day experience, and I’m pleased to share what I’ve learned over the years as a player, coach and commentator.”
In addition, LG has unveiled a “Locker Room Sweepstakes,” with the top prize a trip to AT&T Stadium in North Dallas for Final Four weekend (April 5-7) and other participants eligible for such LG products as Smart TVs, G Pads, microwave ovens and washers and dryers (Details here.)
A separate “Do Game Day Right” promotion directs people to LG's Vine mobile app and Twitter site for an opportunity to win tickets to the 2015 NCAA Men's Final Four in Lucas Oil Stadium in Indianapolis. (Details here.)
LG March Madness activation on-site during Final Four weekend also includes a Coaches Cook-Off, which will pair a representatives from a Dallas-area school with an NCAA basketball coach in a cooking competition, offering a grant of exercise equipment and educational curriculum; and the LG Fan House as part of the Bracket Town fan festival, which will include participation from all NCAA March Madness partners.
LG's TV "Anthem" spot, played out against scenes of college hoops and other school-related activities, offers, "At LG, we know that everyday, in every corner of our world, another chance for a dream to come true presents itself. And just like you, we know the first step . . . believing it's all possible." (See the full spot here.)
According to William Cho, president and CEO of LG Electronics USA, “LG is committed to helping fans create memorable experiences. “We are honored to be a part of those experiences, whether it’s at the games in Texas, or through the amazing picture quality of our Ultra HD TVs and smartphones for fans enjoying the games from home or on the go.”
In 2012, LG extended its original three-year alliance with the NCAA, which gives it exclusive category marketing and promotional rights related to all 89 NCAA championship events across 23 different sports, including the NCAA Division I Men’s Basketball Championship and NCAA football championships.
NCAA corporate champions are AT&T, Capital One and Coca-Cola. NCAA marketing partners include Allstate, Buffalo Wild Wings, Buick, Burger King, Enterprise, Infiniti, LG, Lowe's, Nabisco, Northwest Mutual, Reese's, Unilever and UPS.
“I love that LG is helping fans make the most out of their game day experience, and I’m pleased to share what I’ve learned over the years."
Drexler played 16 seasons in the NBA with the Portland Trail Blazers (11+ seasons) and the Houston Rockets, scoring more than 22,100 points, and totalling 6,100-plus assists and more than 2,200 steals. He was a member of Houston's NBA championship team in 1994-95, was a ten-time All-Star and in 1996 was named to the NBA's 50th Anniversary All-Time Team.
Currently a TV announcer/commentator for the Rockets home games, Drexler was elected into the Naismith Memorial Basketball Hall of Fame as a player in 2004 and in 2010 as a member of the Dream Team that won a gold medal in the 1992 Summer Olympics in Barcelona.
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