LG: Give It A Ponder
With the introduction of technologies such as the mobile phone came new ways for teens to communicate. And new ways to gossip. Therefore, LG has launched a campaign in for tweens and teens to raises awareness about mobile phone misuse.
The campaign “Give it a ponder” is based on the outcomes of LG research and portrays witty scenarios to encourage teens to ‘ponder’ before texting and consider the real consequences of their actions.
The research brought LG some important insights about tween and teen mobile phone behavior, including tabloid teens: most teens consider certain behaviors such as forwarding text-based gossip and sexually explicit or compromising images of classmates a normal part of teen life.
In the Unites States, teens send out more than 20.000 text messages and LG found that it is hard for most teens to take a moment to discern behavior that is amusing or entertaining versus that which has harmful side effects.
The campaign works around the iconic symbol of the Ponder Beard and stroking your chin when deep in thought. The idea of “pondering before you text” comes to life via tween and teen-targeted webisodes, cinema spots, digital out-of-home billboards, and social media applications.
In Facebook, LG created a fan page for the Ponder Beard where the teens can connect to each other and ponder away.
Futhermore, they have created three videos or “webisodes” featuring “Inside the Actors Studio” actor James Lipton to appear without his beard to encourage teens to Give It A Ponder while caught up in the excitement of certain situations such as sexting, or texting a hurtful rumor.
The videos were uploaded to YouTube just recently to the Give It a Ponder channel and has gathered quite some fans already and the videos seem to have viral potential.
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