LG Pitches In at Stadium Promo | Adweek LG Pitches In at Stadium Promo | Adweek
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LG Pitches In at Stadium Promo

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NEW YORK LG MobileCom and its experiential agency, Fathom Communications, are transforming Shea Stadium here into a multimedia showplace this weekend during a sold-out subway series between Major League Baseball's Yankees and Mets.

The three-day sponsorship includes on-site activities designed to tout two LG phones: the new VX9400 mobile TV phone and the enV multimedia messaging phone.

Kicking off the sponsorship on Wednesday will be a pitching contest in Times Square at an LG-branded kiosk. The fastest hurler wins a free phone and an LG plasma TV set—and will throw out the ceremonial first pitch at the May 19 Mets-Yankees contest.

Spectators at the games will receive LG brochures with Mets-related decals for their phones. In-stadium events include trivia contests with Mets-themed merchandise and LG phones as prizes.

Throughout the series, LG "stadium teams" will be on hand at Shea, demonstrating phones and signing people up for a sweepstakes that includes free Mets tickets and a meet-and-greet with former team star Howard Johnson. Now a Mets coach, Johnson will appear on the stadium's Jumbotron TV screen to announce the winner. Naturally, he will use an LG phone during the event.

LG will also use local radio and TV to promote the series sweepstakes and pitching contest.

According to Fathom co-founder Tres McCoullough, the campaign is somewhat unusual. "In baseball, teams are not especially willing to do promotional events when they have sellouts," he said, because the games themselves tend to be more competitive and engaging.

"But we pushed the Mets to allow us to capitalize on the packed house," he said. "We had to show [team officials] that we weren't just to going to throw up some banners and hand out a premium to fans, which is how a lot of these sponsorships work. And they were receptive."