LG’s prank advert for new monitors generates buzz, but not purchase desire

LG’s prank advert for new monitors generates buzz, but not purchase desire

LG’s recent online video promoting their new monitors shows that using humorous content can drive high levels of consumer engagement. However, while many consumers comment on the "cleverness" of the video, few express purchase intent.

LG recently posted a new prank advert on their YouTube channel promoting their new IPS monitors. The video, entitled “So Real it’s Scary”, highlights how realistic the image on the new IPS monitors is. On the video, LG technicians set up hidden cameras and install a grid of LG IPS screens in the floor of an elevator. The false elevator floor creates an illusion that it’s collapsing, startling unsuspecting passengers.
 
WaveMetrix analysis shows that LG’s “So Real it’s Scary” video successfully drives high levels of consumer engagement, with 10.5 million YouTube views in the first ten days after being posted. By posting humorous content, LG generated a higher number of views compared to their more feature-centric videos, such as LG OLED TV and LG at IFA 2012. However, the video generates little purchase discussion among consumers, as it elicits more comments about the “cleverness” of the video rather than the features of the new monitors.
 
LG's “So Real it’s Scary” attracts many more views than other LG videos:
 
 
 
  • LG’s new prank advert attracts millions more views than other LG videos: This suggests that consumers respond better to humorous and creative videos than more conventional ones
 
While the viral video drives engagement, few express their desire to purchase the product:
 
 
 
 
  • The vast majority of consumers do not express purchase intent: Only around one in twenty consumers explicitly express purchase intent, suggesting it has a limited impact on consumer interest in the product itself
 
 

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