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LG G2: The Evolution of Mobile

The LG G2 represents the future of the smartphone, equipped with some of the most impressive and industry-leading specs on the market. It also marks another milestone step in LG’s proud history of innovation in mobile phone design and technology.

Following the New York unveiling the LG UK team were keen to maintain momentum up to its retail arrival in November, as well as reinforce LG’s strong heritage in mobile communications to ensure a solid foundation for the G2 landing. To do this, we took influential technology journalists on an innovative journey through the evolution of LG mobile phones, building towards the UK retail launch on 1st October.

Safe in the knowledge of how much UK media appreciate food gifts, and with a plethora of iconic LG devices to choose from, we recreated some of LG’s most hero handsets out of cake! The team worked with a professional cake artist to convert the Chocolate, Cookie and Shine handsets into stunning lifelike cakes, delivered in premium branded phone presentation boxes. The cakes were then distributed to key UK technology titles over the course of two weeks, in the run-up to the local launch of the G2. Owned social media channels, such as Twitter, were also used to directly interact with journalists and short Vine videos were produced to show exactly how each of the cakes were made.

Each cake included a personalised message to the recipient journalist explaining key handset innovations and features, as well as teasing cakes coming in future weeks. The activity culminated on launch day with a super-size LG G2 cake, highlighting the handset’s stunning display quality and other key features.

The activity generated significant buzz on social media as journalists tweeted and blogged about each of the cakes from both personal and publication accounts, generating an overall reach figure of over 150,000 across all online channels.

The G2 handset has received a great reception from UK media before and after its launch, including a spread of 5-star reviews from the technology press. Stuff, one of the UK’s leading technology magazines, called the handset “the best smartphone in the world ever” while Pocket-lint congratulated LG on making “an astounding phone.”

In order to amplify these reviews, the team arranged to have some of these key quotes from top titles placed on the famous LG digital display screen in London’s Piccadilly Circus. Journalists were thrilled to have their names, publications and opinions promoted in such a prominent position and this generated further buzz on social media.