LG Elec. launches 'online playground' for Gram laptop users

In a bid to bolster its fan base, LG Electronics Inc. has launched an online community dedicated to users of its LG Gram laptops. 

The digital space is modeled after fandom communities for K-pop idols, whose influence extends beyond pop culture. 

The community is named Jammy, after the Korean word for “fun.” 

LG Electronics hopes the community will encourage users to have fun decorating their laptops, share useful information, and build a sense of community through the online space. 

“We designed a sort of online playground where users can discuss product information and its uses,” an LG Electronics employee told The Korea Economic Daily. “It is an organic way to strengthen users' commitment to the product line.”

Participants receive points based on their activities on the platform. 

For example, a user can verify his or her purchase or write posts to receive points, which can be exchanged for merch specific to the Gram, such as a special edition pouch or a tool within Adobe Photoshop. 

LG Electronics has been creating specific communities for each of its products. There are 12 such communities with more than 30,000 members to date. 

“Millennials and Gen Zers who are familiar with socializing in the digital space are giving us steady feedback,” the company employee said.

Write to Ji-Eun Jeong at jeong@hankyung.com
Jee Abbey Lee edited this article.