LG PR Gimmick Is All Thumbs But a Big Win

National Speed Texting Contest Draws 250,000 Entrants

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NEW YORK (AdAge.com) -- How about a contest to determine the country's fastest SMS texters? That 2007 idea for a small-scale PR gimmick has spawned what has become a major branded-entertainment property for LG Electronics. The modest effort three years ago drew in several hundred mobile phone thumb athletes. This year's program, co-promoted with MTV, the Mets and Citi Field, attracted 250,000 entrants. The finals were filmed as a TV show earlier this week in New York with the winner -- a 15-year-old from Iowa -- taking home $50,000.

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