LG Mobile has recently announced ‘LG Mobile Army’, its marketing campaign associated with the ICC Cricket World Cup 2011. Financed by an investment of US$ 9 million (40 crores), the campaign will employ 2,500 cadets, engage 5 lakh participants, 800 man days of activation and the distribution of 15 lakh units of exclusive cricket merchandise worth US$ 14 million (64 crores), informed the company.
“The LG Mobile Army is an unprecedented initiative undertaken by the ICC and LG Electronics. The LG Mobile Army campaign intends to build on all the cricketing action and excitement during the World Cup. We are positive that this initiative will become an effective way to enter the spirit of local communities and bring alive the soul of sports,” commented Vishal Chopra, business head, mobile communications, LG India Electronics India.
For all the 49 matches, the mobile army group will choose 50 fans that will cheer for cricket live at the stadiums. Lead by the cricketing genius Dinesh Karthik, and the brand ambassadors – Genelia D’Souza, John Abraham and Abhay Deol. The ‘mobile army’ will be selected through auditions in which the cricket fan has to showcase his/her love for the game through a ‘cricket celebration dance’, slogans/chants and for the LG Smart phone buyers there is a special wild card entry (Informed by the company).
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