Many companies increasingly develop the campaigns to maintain and establish the emotional bond with consumers. LG Electronics’s Cyon ‘Lollipop 2' can be evaluated as a successful IMC strategy because they used the online media such as SNS, microsite, and portals, as well as TV commercials and successfully lead to consumer’s participation and empathy. As a result of the in-depth case study for ‘Lollipop 2', the success factors for the campaign have been derived as follows: (1) Concentrating on '1723' targets (2) Creating synergy effect through the seamless use of the target’s favorite media (3) Joining ‘Lollipop Girl Contest’, offline campaign into online through SNS, microsite, and portals and enabling the participations of more targets, and resulting in making one culture code through the continued issues. In other words, the level of consumers’ eyes are met and ‘two way communication’ has been realized breaking from 'one-way communication' showing only simple advertising, in order to communicate with the young generation. Through this case study, the practical implications in the study are intended to be discussed for the effective communication activities of online media including SNS and microsite.