Diving certificate:

• LG Electronics is boosting its home appliance business with the launch of an episodic original series called “Estate of Survival” on Amazon Prime Video via Prime Video Direct, according to a press release.
• The six-part series follows the residents of the Estate of Survival as they compete against each other in various challenges to win household appliances and other items. The last resident standing wins a grand prize of $100,000.
• The first two episodes of the series were released on Prime Video in the US on August 12 and will be available in several other countries soon after. LG TV owners can also watch the series for free on LG Channels, the company’s streaming service.

Diving insight:

LG is capitalizing on the popularity of reality competition shows and the rise of streaming with the launch of its new series, “Estate of Survival.” Teaming up with Amazon Prime Video could help the company reach a wider audience while also boosting interest in its home appliance business, which recently helped LG post its highest second-quarter revenue ever.

In “Estate of Survival,” contestants compete for household items by completing various missions across six episodes, with the last resident standing receiving $100,000. The series introduces viewers to a range of home appliances, including the InstaView refrigerator, Smart Top Control dishwasher, and PuriCare air purifier. The series also introduces LG’s ThinQ Care technology, which alerts consumers to prevent incorrect appliance usage and creates intelligent diagnostics to reduce the need for service technician visits.

The first two episodes of “Estate of Survival” were released on Prime Video in the U.S. on August 12, and will later air in other countries, including Argentina, Brazil, Canada, Chile, Ecuador, Mexico, Panama, and Peru. The series will also be available on LG Channels, the company’s streaming service, in over nine countries, including the U.S., Canada, Mexico, and Australia.

Additionally, the series will stream on LG Channels Showcase, channel #999, LG’s first curated channel featuring popular movies and exclusive LG products. Two episodes will air weekly on Monday nights starting August 12 at 8 p.m. EST. “Estate of Survival” not only touts the benefits of LG’s home appliances, but could also serve to bolster LG’s streaming service as cable TV cancellation rates continue to rise.

LG, a South Korean company, makes consumer and commercial products such as televisions, auto parts and, previously, mobile phones in addition to home appliances. Ahead of its latest move, the company launched a global campaign called “Optimism your feed,” which aims to help consumers bring more positivity to their social media experience by encouraging them to engage with more uplifting content – a likely ploy by the brand to reach younger audiences such as Generation Z.

In addition to LG, marketers from State Farm to Pepsi have also tried to reach fans of reality TV. Last year, Neutrogena launched “Hydro House,” a social-first TikTok campaign that parodied reality TV dating shows. During the series, seven influencers vied for the attention of Neutrogena’s Hydro Boost Cleanser.