The first products that come to mind when you mention LG are televisions and home appliances. So, the LG mobile group had a real challenge on their hands: how to get people to think of their high-end smartphones as competitive alternatives to Apple and Samsung.
I proposed a solution that was crazy enough to work. Take a couple of food trucks, modify them to showcase LG phones, and then drive them across the country and park them in iconic places like Times Square in New York and the Chinese Theater in LA. Social media generated buzz and drove people to the trucks, and, once there, they could feel the phone for themselves. The result? Hundreds of thousands of new customers.
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