LG showcases new Velvet 5G phone in documentary film series

Dive Brief:

LG has partnered with documentary film company Hot Docs to promote its new Velvet 5G mobile device through "Movers and Shapers," an arts and culture documentary film series, the company announced.
LG's sponsorship will be seen across the organization's online presence and video on demand (VOD) platform. The mobile brand will run its Rethink Your Senses campaign along with the five documentaries showcased in the series. Hot Docs will run a six-week social media campaign promoting the series, and LG will have premium placement across the Hot Docs at Home platform, with banner ads and trailer placement. Films are available to stream for free within Canada from Aug. 7 to Sept. 3 at hotdocs.ca.
Hot Docs is also hosting an Instagram Live Q&A with the director for each film, shot using an LG Velvet 5G. These live Q&As will be scheduled for the weeks of Aug. 10 and 17, and then will be live on IGTV through the series run. The phone company will give away one Velvet 5G per Q&A session.

Dive Insight:

Hot Docs normally hosts live in-person events, but the company has had to shift to a digital strategy due to the coronavirus pandemic. As the company is now focusing on its Hot Docs at Home VOD platform, it's offering brands a way to digitally reach consumers who are at spending more time at home.

LG has an opportunity to connect with a core audience of creatives and demonstrate its phone to these viewers. The documentaries are about figures in fashion, music, art, sports and culture, focusing on how people can reshape their world through creativity and storytelling. This matches with LG's Rethink Your Senses campaign, reinforcing the messaging.

By using the LG device during the Instagram Live Q&As, the brand is integrating with content that viewers would like to see — interviews with the filmmakers — while demonstrating what the phones can do. By offering a giveaway with each Q&A session, the company is further incentivizing people to view the content.

LG has a history of tapping the entertainment world to promote its appliances. Previously, the company created the "LaundROO Lounge and Vintage Clothing Swap" interactive experience at the Bonnaroo Music & Arts Festival to promote its washing machines and dryers. Additionally, the company tapped rappers Vanilla Ice and Ice T to promote new refrigerators at a pop-up bar in New York where they held a cocktail competition.