LG Dual Play Tournament Recap January 2013

Program Objectives  Drive LG brand awareness and trial among Hispanic consumers  Drive traffic and consideration of LG Home Electronics products at retail  Promote unique LG products and compelling experience of Dual Play features  Generate leads, increase quotes and sales at Curacao retail stores

Program Overview  During the month of January, starting on the 6 th through the 25 th, LG and Curacao retail stores partnered to activate the LG Dual Play Tournament  LG’s first official marketing program targeting the US Hispanic segment  LG’s activation initiatives included:  A gaming tournament where online registrants competed by playing the Xbox Forza Motorsports video game and console, and LG Dual Play Glasses at gaming stations in six Curacao retail stores in the Los Angeles area  Distribution of LG Dual Play Tournament collateral  Distribution of LG Dual Play Tournament participant t-shirts  Curacao customer engagement and experience via a fun gaming station area  A Grand Finale of the tournament that included a celebrity Meet & Greet and distribution of prizes to tournament winners

LG Dual Play Tournament Overview In January 2013, the LG Dual Play Tournament took place at Los Angeles area Curacao retail stores with the purpose of driving traffic and consideration of LG Home Electronics products. The tournament involved gaming station set-ups at six participating retail stores. Participants competed for the fastest time of the day, which meant advancing to the Grand Finale. January 6 th – 22 nd – First Round Consumers visited and completed an online registration form, as well as selected a Curacao store location, date and time to competewww.lgusa.com/dualplay During live events at Curacao retail stores, consumers were also invited to sign-up to compete in tournament Each contestant played for the fastest time of the day by playing the Forza Motorsports racing video game on an Xbox video game console A total of 54 finalists moved on to the Final Round of the LG Dual Play Tournament January 25 th – Final Round At the Curacao LA store location, finalists again played for the fastest time of the day using Forza Motorsports racing video game on an Xbox video game console Four Finalists with the best times at the conclusion of the event were deemed the 1 st, 2 nd, 3 rd and 4 th place winners of the LG Dual Play Tournament Event attendees had the opportunity to meet and greet Mexican race driver Carlos Contreras Tournament Prizes Grand Prize Winner walked home that day with: Four (4) Richard Petty Driving Experiences One (1) 65” Smart TV One (1) Xbox plus Kinect Xbox games Dual Play glasses Runner-Up won the following: One (1) 55” Smart TV One (1) Blue Ray Player Xbox games 3rd & 4 th Place Winners won Xbox games

LG Dual Play Tournament Overview Promotional Elements Leading up to and during the LG Dual Play Tournament, the following promotional elements were used: Branded Table Covers & Tear Drop FlagsRetractable BannersLG Dual Play T-Shirts In-store gaming area footprint Information & details on tournamentParticipant giveaways Step & Repeat Backdrop Posters & FlyersRSA Buttons “Ask Me” Carlos Contreras Meet & Greet Area Displayed at Curacao stores Worn by Curacao employees

Curacao Integration Leveraging the existing relationship between LG and Curacao retail stores, the involvement of the participating store managers and their store associates was crucial to the success of the program. Driving LG brand awareness and trial with Curacao customers was the key objective, achieved via successful partnership efforts by LG and Curacao. The six (6) participating Curacao retail store locations of Los Angeles, South Gate, Huntington Park, Anaheim, Santa Ana and San Bernardino worked in partnership with LG throughout the month of January to integrate the following activities into their day-to-day store duties: Display of LG Dual Play Tournament POP’s throughout the store: posters, pull-up banners, and tear drop flags Usage of current store LG products to make a gaming station set-up that drew attention to consumers Store associates wearing “Ask Me” Buttons to promote the tournament and incite consumers to sign up Sales associates and LG Brand Ambassadors combined efforts to promote LG product and sales, therefore created a win-win situation for both parties Integration of Store Incentive Program to promote online registrations, where the winning Los Angeles, South Gate and San Bernardino stores each received $200 worth of gift cards

Carlos Contreras Integration The integration of Mexican Race Car Driver Carlos Contreras made for an overall exciting and interactive event for attendees. Consumers had the opportunity to meet Carlos, take pictures with him, and receive personalized autograph cards from him. In addition, Carlos also participated in the tournament by playing Forza Motorsports for the fastest time against the Grand Prize Winner, Ismael Villafana. At the completion of the Grand Finale, Carlos gifted winner contest winner with his racing gloves used a the 2012 Daytona 250. Leading up to the Grand Finale, Carlos assisted with an online social media marketing campaign via his Twitter network by tweeting about the Grand Finale on a daily basis in English and Spanish. The tweets contained information on the Grand Finale, congratulated all of the finalists, gave details on what day and time the grand finale was, as well as details on when he would be arriving at the Grand Finale as well. Carlos Contreras’ involvement in the online campaign and in the overall program was a huge success and benefit for all.

Terra Campaign LG.com Site Torneo LG Dual Play Discover LG Dual Play 55LM6700 Spanish Product Page Site URL: URL: Site URL:

Considerations Continue to engage the US Hispanic consumer with experiences that connect with personal lifestyle, at a one-to-one level Awareness levels and brand recall are high among this consumer, and help connect with program and generate personal experiences Although gaming was leveraged specifically to feature LG TV product attributes (LG Dual Play), it proved to be a powerful creative strategy that connects with this consumer Motorsports is a great platform to connect with US Hispanics, however, it appears to be limited in it’s reach (regional vs. national). Consider alternatives platforms that can help engage with consumer at a national level and continue to deliver regional value

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