"MZ Generation Bora"... LG OLED TV Appears in Popular Game 'Animal Crossing'

Opening 'Oled Island' and 'Lit Island' in the Game Space
Virtual Influencer RaeA Posts Videos and Photos Exploring Oled Island on SNS
Part of Marketing Incorporating Metaverse Elements

The LG OLED Island set up in the Animal Crossing game
[Photo by LG Electronics]

[Asia Economy Reporter Kim Heung-soon] LG Electronics announced on the 21st that it will launch marketing using the popular game "Animal Crossing: New Horizons" to introduce the advantages of LG OLED TV to the MZ generation (a combination of Millennials and Generation Z).

LG Electronics created 'OLED Island' and 'LIT Island,' inspired by OLED's self-emissive characteristics, within the game space to showcase the '4S' strengths of OLED TV. The 4S stands for ▲Sharp: clarity created by precise blacks ▲Speedy: fast response time and high gaming immersion ▲Smooth: seamless screen expression ▲Slim: lifestyle-leading design.

Gamers enjoying Animal Crossing can visit OLED Island by entering a visit code (Dream Address). On the island, they can explore various LG OLED TV products decorated according to concepts such as sports, gaming, movies, and lifestyle design.

Animal Crossing is a communication game where virtual characters decorate homes and villages and interact with neighbors. It has gained popularity as a healing game that facilitates communication in a virtual space. Since its release in March last year, it has recorded global cumulative sales of over 30 million units.

LG Electronics is the first in the home appliance industry to conduct marketing using Animal Crossing. To strengthen communication with the MZ generation, who are familiar with digital devices and online content, the company decided to incorporate 'metaverse' elements (a super-realistic world created by the fusion of virtual and real) into its marketing.

LG Electronics also posted videos and photos on Instagram of 'Raea,' a virtual influencer created using artificial intelligence (AI) technology, exploring OLED Island and enjoying the Animal Crossing game. They are also strengthening non-face-to-face marketing to appeal to the online-savvy MZ generation. To allow customers to experience the differentiated design of LG OLED TVs without visiting stores, they launched an augmented reality (AR)-based product introduction service.

Jung-seok Lee, Executive Vice President of HE Marketing Communication at LG Electronics, said, "We will effectively communicate the unique strengths of OLED to more customers and build a 'fandom' for LG OLED TV."

This content was produced with the assistance of AI translation services.