LG has engaged Future Fusion, Future’s in-house content marketing agency, for a six-figure, multi-brand, multi-platform content partnership deal promoting the OLED TV range.
Running from today (Monday 15 December) until Thursday 8 January XmasRadar will offer “the ultimate guide to Christmas’, from gift buying to what to watch on TV. To create XmasRadar Future has merged its entertainment and technology editorial teams including T3, TechRadar, Gizmodo, Lifehacker and Gamesradar+.
Natalie Rea, Future Fusion head of strategy insight and development, commented: “This campaign has given our content teams the opportunity to use their expertise to help LG engage with an audience seeking advice, guides and round-up-style content. Out best-in-class editorial teams across these market leading brands, combined with TechRadar’s position in the purchase cycle of technology commerce, puts us in a unique position to target a diverse but hugely engaged audience.”
XmasRadar content includes 25 supported editorial articles and three advertorials. Co-branded homepage takeovers and activity targeting users in the market to buy a TV as a Christmas gift also feature. Users who engage with XmasRadar content will be retargeted at a later date, promoting them to re-engage.
Anna Beynon, of Arena Media, said Future was able to “offer us a unique opportunity to target the key audience for our OLED range” and added that through the partnership LG hopes to “reach and interact with a hugely diverse audience that will want to engage”.
Future publications span technology, games, music, film, photography and the creative and design sectors.