There was much to admire about the very first sponsorship of 2009, LG’s sponsorship of London’s New Year’s Eve fireworks.

When the deal was originally announced back in November I liked the synergy between the LG ‘Life’s Good’ brand philosophy and the optimism of the New Year’s Eve celebrations, but wondered how effectively LG could use the asset to bring the brand to life given the constraints presented by, variously, the BBC, GLA and the location.

Ultimately I thought they did a really good job, the stand-outs being the giant projections of filmed New Year’s Eve messages from the likes of Boris Johnson, Helen Mirren, Ricky Gervais  and Homer Simpson, and the distribution of mini-films onto the web and to news channels.

They did miss one big opportunity though, which was to leverage the fertile activation territory presented by the leap second, which - QED - became one of the biggest stories of the night.

But with that caveat aside, hats off and Happy New Year to LG and BBH.

By Tim Crow on January 7th, 2009

Tags: Brand marketing, Branded content, Default, Digital marketing, Experiential marketing, Film, Media, Sponsorship, Synergy, Viral Marketing, YouTube