By Matthew Henry

SYDNEY: LG Electronics will broaden its summer cricket advertising campaign to include a new web-based interactive game called LG Fantasy Cricket, which the company hopes will increase traffic to its website over the cricket season.

The online game gives cricket fans the opportunity to act as a selector and assemble their ‘dream team’ to challenge friends and colleagues in a private mini league.

Registered users will have the chance to win prizes including an LG digital entertainment system.

This year the company’s cricket season television advertising focuses on HDTV, but LG hopes the addition of an interactive game will add a new dimension to it annual summer promotional drive.

“The LG Fantasy Cricket game is great way to drive consumers to the LG website,” said LG Electronics Australia webmaster, Andy Cho.

“It will keep them coming back over a period of time and give them a reason to tell their friends and colleagues about our site. We are conscious that these types of mechanics are a great way to attract customers and functions as a unique platform to communicate with the public.”

Designed by online fantasy game specialist, SilentManager, Dream Team games have upwards of 20 million users globally with the most popular games in Australia attracting in excess of 180,000 registered participants.

LG claims to be one of the first brands in Australia to harness this type of advertising medium to engage with its customers.

SilentManager has worked internationally with the likes of MSN, Adidas, Virgin, Gillette, O2 and Heineken to produce interactive games based on football, rugby, tennis, golf, F1 racing, NRL and AFL.

“We’re extremely pleased to be working with LG as they are a pioneering brand,” said SilentManager managing director, Jon Trigg.

“Dream Team sport games have proved to be a huge success in Europe and North America. Given the immense popularity of cricket amongst Australians, LG Fantasy Cricket will certainly draw new customers to the LG site.”