Grayling devised and coordinated a PR Campaign for the LG mobile phone division focused upon showcasing the technology capabilities of LG’s smartphone handsets. The campaign was titled: The LG Social Experiment, with the key objective being to demonstrate the powerful range of web and social network functions for LG. The central concept involved a well-regarded Polish blogger being enclosed for a week long period in a glass cube in central Warsaw, with an LG smartphone and their pioneering SNS web access as his sole contact with the outside world. The online presence the blogger was able to create in the digital space, including an impressive online network and following, was central to the campaign and communicated throughout the media, both online and offline, as his digital ‘onLife’. The volume of online noise he was able to generate powerfully demonstrated the power of LG devices. This project was not just about product PR, it was a social experiment demonstrating the power 21st century technology places at our finger tips, encouraging Poles to embrace this new era of social and digital communication.

The candidate blogger Patrick was selected to live in a glass cube in the heart of Warsaw for one week. As a well known tech/social media voice in the blogosphere, this was an ideal departure point for gaining early online traction for the project. The only permitted contact with the outside world would be an LG smartphone with web browsing and Facebook application. Outgoing / incoming calls and other functions were blocked on the device. The experiment was controlled by the sociologist throughout. Patrick went into the cube in the first week of July 2010. Upon entering the glass house, Patrick switched to his online mode and began building his ‘onLife’. One week later we gathered journalists as well as some of Patrick’s Facebook fans to speak with Patrick in person .One month after the launch, additional media collateral was prepared and distributed summarising the sociological findings in the study by Tomasz Sobierajski.

The experiment successfully demonstrated the advances of smart phone technology and the limitless opportunities provided by LG’s SNS access, successfully positioning the company as the market leader for mobile device connectivity. 70 target publications featured coverage, not only on the experiment itself, but also its proof points: that LG technology gives you infinite digital freedom, no matter what your circumstances! Additionally the stunt was recognised as a brave and original project for demonstrating the important role social media has come to play in the 21st century. Foot flow traffic to the bloggers glass home as a marketing ploy was also significant; becoming a minor tourist attraction in itself, thus further promoting the LG brand. Additionally 16 1:1 interviews with Patrick and LG spokespoeple featured in leading dailes / lifestyle media as well as full variety of additional TV and radio coverage across the media spectrum. Patrick gained more than 900 new friends on his Facebook profile and almost 2, 500 fans on his fan page.