The competition among South Korea's three major telecommunications companies—SK Telecom, KT, and LG Uplus—for long-term customer experience benefits is intensifying this May, which is designated as Family Month.
On May 17, LG Uplus announced that it hosted an invitation-only event called 'Legoland RUN' at Legoland Korea in Chuncheon on May 16. The event was designed for over 4,000 customers who have been members at the VIP level or higher for at least five years. Participants engaged in a running program along a 5-kilometer lakeside route near Legoland, accompanied by Lego characters. After completing the run, attendees received a complimentary one-day pass to Legoland, along with participation souvenirs such as Lego Star Trek products and commemorative T-shirts.
This event is part of LG Uplus's ongoing 'Long-Term Customer Invitation Program.' The company has been expanding experience-based content for long-term customers centered around its flagship membership, 'Uplus Plus.' Since the beginning of the year, LG Uplus has sequentially offered monthly special gifts, free tickets to the musical 'Lempicka,' and invitations to the Huadam Forest. A family water play event in collaboration with Legoland is also scheduled for August.
Joon-young Jang, head of LG Uplus's marketing group, stated, "We are focusing our marketing efforts on providing differentiated experiences that customers can continuously feel in their daily lives, going beyond simple discounts or one-time benefits."
Earlier this spring, SK Telecom invited long-term customers with over ten years of service to a private nature experience space at Everland called 'Forest Camp' for its 'Forest Stay Day' event. From May 3 to 18, a total of 1,800 participants were invited, marking the fifth season of this event, which saw a competition ratio of 636-to-1 for applications. SK Telecom plans to expand exclusive benefits for long-term customers in areas such as gourmet dining, amusement parks, and performances, starting with the Forest Stay Day.
KT is also conducting an invitation event at Everland this month as part of its experience-based long-term customer program, 'Dream Invitation.' The program selects 300 customers who have been using mobile, internet, and TV services for over five years to receive free passes to Everland. This initiative is aimed at family visitors during Family Month and includes a dedicated photo zone for long-term customers and a social media-linked prize event.
The three telecommunications companies are enhancing their experience-based benefits for long-term customers as the mobile network operator market becomes saturated. They believe that retaining existing customers is more efficient than acquiring new ones. By moving beyond simple rate discounts to on-site experience events, they aim to boost customer loyalty while strategically maintaining a stable base of existing subscribers.
* This article has been translated by AI.
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