LG Electronics partners with Instagram for livestream event

Dan Berthiaume
Senior Editor, Technology
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A major home electronics brand is joining the trends of livestream retailing and social influencers.

LG Electronics USA is premiering “The Upgrade,” a livestream shopping event series hosted on the Instagram Live, on Wednesday, May 26. “The Upgrade” will feature a variety of personalities and influencers who will host a range of live segments including product tutorials, pro tips, and games that offer incredible limited-time deals for select LG products. All content will be available post-livestream on YouTube.

Created at a production studio on LG's North American headquarters campus, the first live 30-minute episode of “The Upgrade” will be hosted by YouTube father-son duo Dan and Lincoln of “What’s Inside.” The event will focus on product deals tied to summer entertaining, gaming, and remote working hacks. The pair will also participate in a live Q&A as they highlight LG products including TVs, computer monitors, laundry systems, refrigerators, laptops, and Stick vacuum cleaners. All products featured in each live segment are guaranteed to be in stock for shoppers.

Livestreaming partnerships with social networks are becoming an increasingly popular way for retailers to try to reach customers where they are digitally spending their time. Walmart is hosting a livestream retail event with Facebook and has previously done so with TikTok, and David’s Bridal recently entered a livestream partnership with YouTube

The launch of “The Upgrade” marks LG Electronics USA's first venture into direct-to-consumer live shopping entertainment. Future episodes will feature a range of LG products around seasonal timeframes and will be led by a number of influencers and personalities.

"The pandemic has shown how our consumers have embraced shopping directly with LG with great enthusiasm," said Peggy Ang, senior VP of marketing, LG Electronics USA. "‘The Upgrade’ is a reflection of LG's dedication to meet consumer demand through embracing entertainment, forging deeper connections with audiences as an integral part of the direct-to-consumer shopping experience."