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LG’s ‘B&Binge’ campaign gives bingers the opportunity to watch Netflix series in show-themed locations


By Kyle O'Brien, Creative Works Editor

July 16, 2018 | 4 min read

LG Electronics USA is offering serious TV watchers unique opportunities to watch the latest season of their favorite Netflix series in detailed show-themed settings with the LG ‘B&Binge’ contest.

LG B&Binge

LG B&Binge campaign

LG is recreating iconic locations from The Crown, Arrested Development and a surprise mystery show, and offering an unforgettable two-night stay within true-to-show atmospheres for selected winners. Each location will be outfitted with critically-acclaimed 2018 LG OLED 4K TVs.

The LG ‘B&Binge’ contest taps into serious watchers and builds on the success of last year’s inaugural Serious Watchers campaign, where LG gave fans surprise deliveries of LG OLED TVs by beloved Netflix original series characters.

The promo for the contest takes its cue from The Crown. It’s a long shot, following a woman only seen from behind as she walks past dapper doormen, servants and maids, and through elegantly decorated rooms, finally ending at a couch that has a casually dressed man eating grapes and watching the show. She states: “The loo is far” as they both continue their binge watch.

“TV today has become such an immersive experience. Viewers form deeply ingrained connections to the characters, settings and plots,” said Michelle Fernandez, head of home entertainment marketing at LG Electronics USA. “With this campaign, they’ll be able to see, hear and feel the same things their favorite characters encounter. Our goal is to celebrate this new form of viewership and offer Serious Watchers much more than just a front row seat by placing them in the center of the action.”

The LG ‘B&Binge’ settings and experiences will be outfitted with Easter eggs (hidden show references) and memorabilia to authentically bring each show to life for the most serious watchers.

The setting for the Arrested Development binge is aboard a yacht inspired by the Lucille, the Bluth’s infamous yacht. Whereas Gob previously sunk the Lucille as part of one of his “illusions,” this yacht is above water and safely anchored at the Marina in Los Angeles.

For The Crown, fans will relive the royal drama from a palace in Yorkshire, England fit for a queen or king. A butler will be there to attend to their needs, and there will be royal garb fittings, royal etiquette boot camp, and afternoon tea shall be served promptly at 3 pm.

A third locale is a ‘Mystery Binge’ that LG promises will be a “full sensory experience and is not for the faint of heart.” Located in the depths of New England, winners will leave questioning if only seeing is believing.

Participants can go to to enter the contest by detailing what makes them the ultimate fan and why they deserve to win the LG ‘B&Binge’ viewing experience for their favorite show.

Entries will be judged based on passion, originality, and execution. Two grand prize winners will be selected for each one-of-a-kind opportunity and each winner will be able to bring a guest.

LG Electronics: advert-body-2 by FCB New York

By LG Electronics

Overall Rating 4/5

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FCB New York

FCB New York is a full-service advertising agency based in New York City that offers creative and strategic services across multiple marketing disciplines.

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