LG Electronics launches Transformers: Revenge of the Fallen’ campaign

LG Electronics MobileComm U.S.A. Inc. , in partnership with upcoming film, “Transformers: Revenge of the Fallen” from DreamWorks Pictures and Paramount Pictures in association with Hasbro, launched a comprehensive multi-discipline marketing campaign tied to the highly anticipated summer film in theatres on June 24. As part of the overall campaign, LG Mobile Phones participated in the U.S. premiere of the film in Los Angeles on June 22 as the presenting sponsor of the event.

The tie-in campaign includes a customized television commercial directed by “Transformers: Revenge of the Fallen” director Michael Bay. An in-store consumer promotion with Verizon Wireless also kicked off nationwide. The promotion allows consumers to enter a sweepstakes automatically when they send to their friends or family one of three pre-recorded phone messages from Optimus Prime®. In addition, LG launched a movie-themed micro site, www.uncoverlg.com, which includes an engaging and interactive online game. To round out the already compelling campaign, LG announced earlier this year at CTIA their limited edition Versa for the movie tie-in. The phone is available only through consumer promotions.

“Fully integrated programs give us the capacity to reach our consumers where it matters most,” said Ehtisham Rabbani, vice president of product strategy and marketing for LG Mobile Phones. “Working with the studio on a high profile film franchise like Transformers provides us another rewarding opportunity to create a partnership that relates different types of technology in our consumers’ lives and imaginations. We share in the enthusiasm around these cutting-edge movies and value their ability to entertain while LG brings the stories to reality.”

“This LG campaign with Transformers: Revenge of the Fallen is a best-in-class example of a brand effectively leveraging the assets of a movie,” commented LeeAnne Stables, executive vice president of worldwide marketing partnerships for Paramount Pictures. “They have creatively aligned their product with the excitement building around the film while delivering benefit to the LG brand in the marketplace.”

“Transformers: Revenge of the Fallen” – The Sequel to 2007′s Blockbuster Hit In the highly anticipated “Transformers: Revenge of the Fallen,” debuting June 24, 2009, Sam Witwicky (Shia LaBeouf) again joins with the Autobots® against their sworn enemies, the Decepticons®. Michael Bay directs from a screenplay written by Ehren Kruger & Roberto Orci & Alex Kurtzman.

DreamWorks Pictures and Paramount Pictures Present In Association with Hasbro A di Bonaventura Pictures Production A Tom DeSanto/Don Murphy Production A Michael Bay Film “Transformers: Revenge of the Fallen” starring Shia LaBeouf, Megan Fox, Josh Duhamel, Tyrese Gibson and John Turturro. The film is directed by Michael Bay. Written by Ehren Kruger & Roberto Orci & Alex Kurtzman. Based on Hasbro’s Transformers™ Action Figures. Produced by Don Murphy and Tom DeSanto, Lorenzo di Bonaventura and Ian Bryce. Executive producers are Steven Spielberg, Michael Bay, Brian Goldner and Mark Vahradian. This film has been rated PG-13 for intense sequences of sci-fi action violence, language, some crude and sexual material, and brief drug material.

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