Train with the All Blacks

LG Electronics



To prompt resellers and technical support personnel at LG’s channel partner organisations to visit the new Partner Programme web site, in order to give them an opportunity to see the value of the information and support contained within the portal.


Customer research and past experience showed us that this sector and audience were enthusiastic about rugby.


We used the lure of the 2011 Rugby World Cup and the magic of the All Blacks, the number one rugby team in the world, to persuade channel partners to click through to the web site and register their details.

The mechanic was simple – the more time each partner spent visiting and interacting with the programme site, the more chances they would have to win a unique holiday to New Zealand which included a training session with the All Blacks at the New Zealand Rugby Academy in Roratura.

Site visits, behaviour and time spent on the site were collected automatically, and monthly prize draws were also made to give away new LG 37″ Televisions and maintain interest and viral spread amongst the reseller community.


Overall visits to the partner portal rose dramatically during the promotion. The eventual winner of the trip to New Zealand, in an IT sales channel dominated by men, was a lady called Nicole from Melton Mowbray!