LG Scarlet
Bianca — April 29, 2008 — Pop Culture
References: ca.lge & online.wsj
LG hosted an elaborate party, complete with red carpet, Wolfgang Puck catering and celebrity attendees for the launch of Scarlett, a brand new TV series. They spent millions on promotions for what appeared to be a new TV show staring a gorgeous action hero. The LA party followed weeks of build up supported by trailers for the premier of a new TV Series. The ads all hinted that a huge surprise would be revealed and that things arent always as they seem.
What party attendees, which included celebrities like Lindsay Lohan and Paris Hilton, didnt know, was that they were all being tricked into participating in a $100 million marketing hoax.
The launch ended up being a play on words, so the marketers at LG cannot even be accused of lying. It turns out that Scarlett was a new series of television sets, and not a television show series as the ads had alluded.
What party attendees, which included celebrities like Lindsay Lohan and Paris Hilton, didnt know, was that they were all being tricked into participating in a $100 million marketing hoax.
The launch ended up being a play on words, so the marketers at LG cannot even be accused of lying. It turns out that Scarlett was a new series of television sets, and not a television show series as the ads had alluded.
Trend Themes
1. Marketing Deception - There may be an opportunity for companies to create buzz through marketing campaigns that mislead consumers and play on their expectations.
2. Event Hosting - Companies can benefit from hosting elaborate parties and events to generate hype and media attention surrounding a product launch.
3. Product Launch Trailer Campaigns - Integrating a teaser campaign into a product launch can add to the intrigue and help create buzz, but it's important to ensure that marketing doesn't mislead consumers.
Industry Implications
1. Consumer Electronics - Companies in the consumer electronics industry can benefit from hosting extravagant product launches and leveraging teaser campaigns to create buzz and excitement around new products.
2. Marketing and Advertising - This trend presents a disruptive innovation opportunity for marketers to create unconventional campaigns that deceive consumers in a way that generates attention without backlash.
3. Entertainment - In the entertainment industry, companies can integrate teaser trailers or campaigns that play on expectations to generate buzz surrounding new releases or products.
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