LG Electronics launches a new digital campaign searching for the UK’s best Home Entertainment Heroes. Ahead of the much anticipated sporting events of the summer, the competition will see contenders from across the country submit videos and imagery via the LG website to prove that they are the best match-day host.

The LG Home Entertainment Hero (www.lg.com/uk/hero) entrants will be competing each month to win the ultimate home entertainment kit from LG. The advertising campaign comprises of full day take-overs of both the MSN and Hotmail homepages, along with online banners and word-of-mouth activity spanning across key websites such as Yahoo!, The Sun and The Guardian. Advertising will drive the key audience of 25-35 year olds to the LG Home Entertainment Hero site where they can upload videos and imagery of their achievements, as well as share tips with other fans.

To further enhance the digital execution of this campaign, a viral was released last week, following ‘Ben’ as he creates the ultimate atmosphere for him and his friends to enjoy the World Cup in. The LG Home Entertainment Hero site also includes a ‘Hero’s Guide’ full of tips on to become the ultimate home entertainer and an interactive ‘Buyer’s Guide’ showcasing the latest LG home entertainment technology. Keen home entertainers will be able to create their own LG Home Entertainment Hero invitations to share with their online community too.

Steve Gater, Head of Marketing, Home Entertainment, LG UK, comments: “This summer’s hotly anticipated sporting events will see the whole nation glued to the edge of their seats watching the World Cup, Formula 1 and Wimbledon. We know how important that match-day setting is for watching your favourite teams perform. So, we wanted to reward those people who go the extra mile to create the ultimate viewing experience, which is what LG Home Entertainment is about.”

The website was developed by Saint@RKCR/Y&R, LG’s retained digital advertising agency.