LG Electronics wants music fans to "get dirty" next month as part of the latest iteration of the Great Stage Park, Tennessee-based Bonnaroo Music and Arts Festival. Running from June 7 through June 10, the music festival will see LG erect a 3,600-square-foot lounge filled with 50 of its cutting-edge washing machines and LG Styler clothing care solution, with the company encouraging visitors to change or refresh their style at the location regardless of how heated things become on the dance floor. Gaming stations using LG OLED TVs will also be on offer at the location, together with mobile charging stations and hangout spots for clothing, both indoor and outdoor.
The lounge will be open to all festival goers, the Seoul-based company confirmed, having clarified it's launching the experience as the official Washing Machine and TV partner of Bonnaroo 2018. The firm says attendees will be encouraged "to go ahead and have fun, be themselves and #GetDirty – because no matter how dirty or busy life gets, LG can take care of them on the dance floor and at home," as per its Marketing SVP Dave VanderWaal. The unconventional marketing campaign is part of a revival of LG's SmartThinQ brand started this January at Las Vegas, Nevada-based Consumer Electronics Show. While select products are now being introduced as part of a streamlined ThinQ brand, the company's overall goal is to promote the vast majority of its offerings as a unified ecosystem.
While the new strategy has yet to show it's working in the mobile segment where LG continues to struggle, its overall prospects are much more positive, with the South Korean tech giant recently announcing its highest quarterly profit in nearly a decade, having ended the first three months of 2018 more than $1 billion in the black. Its appliances division which is sponsoring Bonnaroo 2018 posted its best profit ever over the same period, earning some $515 million on a revenue of $4.59 billion. LG is expected to continue revising its smart home products in the second half of the year and introduce brand-new appliances no later than Q1 2019.