NCAA Bracket Town Sponsorship Activation, 60,000 attendees
LG wanted to connect consumers’ passion for the game with the brand’s wide range of products during the Final Four Fan Fest. The Experience featured three major divisions: home electronics, home appliance and mobile communications, each with its own dedicated area of themed interactives and games driven by LG devices. The Coaches Cook-off pitting university head coaches against each other to prepare a meal under the supervision of a celebrity chef was a huge draw.