LG Mobile Phones enters marketing alliance with Transformers


MUMBAI: LG Electronics MobileComm (LG Mobile Phones) has inked an exclusive mobile phone marketing alliance with the upcoming summer film Transformers: Revenge of the Fallen, produced by DreamWorks Pictures and Paramount Pictures.  

Paramount will release the film on 24 June, 2009. In anticipation of the release, LG Mobile Phones will launch a marketing campaign to promote the LG Mobile Phones brand and the overall theme of technology in the film. Transformers: Revenge of the Fallen director and executive producer, Michael Bay, will make a special appearance in the LG booth at CTIA, the largest wireless industry trade show.

Visitors at the LG Mobile Phones booth will have the opportunity to meet Bay on 2 April as he greets fans and signs posters from the new movie. LG Mobile Phones will also unveil design renderings of a LG limited edition Transformers Versa phone, which will be made available only through consumer promotions as part of their overall movie tie-in campaign.

"We are thrilled to join with ‘Transformers: Revenge of the Fallen’ in our ongoing effort to reach avid movie-goers who share our passion for cutting-edge technology. We’re grateful to have film director Michael Bay visit our booth this year at CTIA, and look forward to working with him and the studio team to ramp up excitement for the most anticipated action film of the summer," said LG Mobile Phones vice president product strategy and marketing for Ehtisham Rabbani.

Prior to the film’s release, LG Mobile Phones will reveal advertising, retail, online and other consumer electronics initiatives utilizing the film as a key theme for the marketing campaign. The LG limited edition Transformers Versa phone, along with the company’s premium line of handsets, offers the latest in mobile technology, allowing people to change their mobile life using one device. Many of these LG Mobile Phone products were used during the making of the film.

"LG Mobile Phones and Transformers are a perfect match. Both are known as leaders in its category providing consumers with groundbreaking innovation; together, we look forward to reaching millions of new consumers with our creative, targeted marketing. We are thrilled to be working with the LG Mobile Phones team on what is sure to be a breakthrough campaign themed to this next installment of Michael Bay’s incredible big-screen, action-packed film, for which Transformers fans around the world have been waiting," commented Paramount Pictures executive vice president Worldwide Marketing Partnerships LeeAnne Stables.