The LG G4 is set to be launched on April 28, based on the media invitations it had earlier sent out, according to a report in CNET. But prior to the launch, the South Korean company decided to undertake this campaign to “drum consumer buzz” for its new phone.

According to an official blog post on LG, as reported in PC Advisor, participants in the campaign “will be selected based on their entry responses (selection criteria may vary in each market). Individuals increase their chances of being selected by sharing their application experience on social media platforms such as Facebook, Twitter and Weibo.”

The 15 markets include 15 countries such as Korea, Brazil, Canada, China, France, Germany, Hong Kong, India, Indonesia, Japan, Mexico, Singapore, Tokyo, the U.K. and the U.S. The program was first launched in Korea and will be launched in the other countries in the coming days.

Once participants are selected, they will receive an LG G4 on loan for 30 days to “test out” the new phone “every way possible.” They will also be given “assignments to complete” with corresponding prizes to be awarded.

The CNET report cites that LG through this campaign is not only making use of participants as “a de facto sales force” but is also spreading publicity about its product through social media, as would-be participants need to spread the word about the phone in order to apply to the program.

This program is apparently similar to a loaner program that T-Mobile did for the iPhone 5s.

In a released statement, LG President and CEO Juno Cho said that “customers are our best fans and we think this would be an exciting and unique way to get our most important mobile produce of the year close to the public.”