Best Telecommunication Email Message Campaign

LG's National Texting Championship challenged avid texters, who use an LG enV or V mobile phones, to compete against one another to text phrases in the shortest amount of time to win prizes and cash. The Championship took place in New York City, following the qualifying contests in New York and Los Angeles. For the event, TMX created consisted of 2 iterations of a page on LifeWithLG.com and 3 emails. The first email invited potential competitors to register for the event, and drove them to the registration page. The second email confirmed registration for the event, and reiterated key information. The final email was sent a week prior to the competition to remind competitors of key information one last time, in order to maximize attendance at the event. LifeWithLG.com provided a page for the texting champion hopefuls, providing more information about the event, rules, and a registration page. In addition to building the page, TMX handled the collection of the data. Following the invitation email, two additionals emails were also created: a confirmation email immediately following registration, and a reminder email as the event drew closer. The national champion was 13-year-old Morgan Potzgar, with the word supercalifragilisticexpialidocious.

LifeWithLG.com was created to support LG’s grassroots marketing/PR efforts. The primary target is image-conscious, tech-savvy 18 to 25 year olds, in addition to a secondary target of 26 to 35 year olds. This site has an increased emphasis on product offerings and resulting sales than LG's previous site. Approximately 34,000 valid email addresses have been obtained for use for on-going communications. Many of these email addresses have been collected for grassroots events. On average, 8.51% of newsletter recipients respond to calls-to-action and are driven to the site. The site has approximately 1,300 active VIP members. On average, 8,675 unique users visit the site per month.

Contributors:

Creative Director:	Christopher Cashdollar
Art Director:	Andrew McDonald
Developer:	Kim Vigsbo
Designer:	Jon Elison

TMX COMMUNICATIONS

Location: USA