MUMBAI: LG Electronics has joined hands with Marvel Studios to launch a multi-media marketing campaign for Iron Man 2.

The campaign will celebrate the film’s theme of heroism through technology and gadgets that push the limit. LG will implement a campaign focusing on how innovation can help bring people together and make everybody a Super Hero.

Kicking off the campaign’s many initiatives will be Super Hero themed television commercials that showcase the superhuman capabilities of LG’s first Android mobile phone, LG Ally. In-store gift-with-purchase promotions will allow consumers nationwide to receive a special edition Augmented Reality enabled Iron Man 2 comic book with the purchase of selected LG handsets.

LG will also launch a movie-themed micro site, www.lgim2.com, which includes an engaging online film-themed game with built-in Augmented Reality experiences and text-to-win consumer sweepstakes. The company’s Iron Man 2 marketing programs will also include special retail promotions at Best Buy for LG LED HDTVs and Blu-ray Disc players.

The campaign will culminate with an exclusive New York event that will celebrate the launch of LG Ally and will feature futuristic technology from the LG Design the Future Challenge. In addition, the event will allow attendees to interact with a variety of Augmented Reality experiences, as well as provide an exclusive behind-the-scenes look at the Iron Man 2 film.

"LG and Marvel have come together once again to empower audiences with a thrilling account of technology and its endless possibilities. Allowing LG to display its innovation expertise and most advanced devices, Iron Man 2 is the perfect fit for LG’s sophisticated handsets and smart products," said LG Mobile Phones corporate vice president, marketing and innovation Ehtisham Rabbani.

Iron Man 2 stars Robert Downey Jr., Gwyneth Paltrow and Don Cheadle and is directed by Jon Favreau. The movie will release worldwide on 7 May.