LG’s appliance team has a well-established flair for event marketing: witness its giant waterpark on the streets of Manhattan; gargantuan puppets in Times Square; musical refrigerators at the World Trade Center Oculus; and a Final Four gaming event at the Phoenix Convention Center.
Now add the Bonnaroo Music & Arts Festival to the list.
The majap maker was in Tennessee for last week’s four-day extravaganza to lend a hand with the laundry. There, the company set up a 3,600-square-foot Laundroo Lounge, replete with 25 washer and dryer pairs and its LG Styler steam-care systems, where festival goers could get a complimentary clothes cleaning or choose new vintage attire from a 2,500-piece swap shop.
The lounge also provided sanctuary from the outdoor show: visitors relaxed, partied and played video games — on LG TVs of course — while their laundry was in the wash.
Ironically, the annual music event was just a two-hour drive from LG’s new $250 million washer plant, which is nearing completion in Clarksville, Tenn. The facility, which is set to go online later this year, will produce front- and top-load models and will have the capacity to bang out more than 1 million units a year.