Video: LG Mobile Phones Creates Campaign for 'Transformers: Revenge of the Fallen'

Video: LG Mobile Phones Creates Integrated, Multi-Media Marketing Campaign for

'Transformers: Revenge of the Fallen'

Video: LG Mobile Phones Creates Integrated, Multi-Media Marketing Campaign for LG Electronics MobileComm U.S.A. Inc. (LG Mobile Phones), 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...

Los Angeles Premiere Sponsored by LG Mobile Phones

LOS ANGELES, June 23, 2009 /PRNewswire/ — LG Electronics MobileComm U.S.A. Inc. (LG Mobile Phones), 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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About LG Electronics, Inc.

LG Electronics, Inc. (KSE: 066570.KS) is a global leader and technology innovator in consumer electronics, mobile communications and home appliances, employing more than 84,000 people working in 115 operations including 84 subsidiaries around the world. With 2008 global sales of USD44.7 billion, LG is comprised of five business units – Home Entertainment, Mobile Communications, Home Appliance, Air Conditioning and Business Solutions. LG is the world's leading producer of flat panel TVs, audio and video products, mobile handsets, air conditioners and washing machines. LG has signed a long-term agreement to become both a Global Partner and a Technology Partner of Formula One™. As part of this top-level association, LG acquires exclusive designations and marketing rights as the official consumer electronics, mobile phone and data processor of this global sporting event. For more information, please visit www.lge.com.
About LG Electronics Mobile Communications Company

LG Electronics Mobile Communications Company is a leading global mobile communication and information company. LG creates handsets that provide an optimized mobile experience to customers around the world with its cutting-edge technology and innovative handset design capabilities. Increasingly, LG is pursuing convergence technology and mobile computing products. LG will continue to take leadership in the mobile communication environment with stylish designs and smart technology. For more information, please visit www.lgmobilephones.com.
About Paramount Pictures

Paramount Pictures Corporation (PPC), a global producer and distributor of filmed entertainment, is a unit of Viacom (NYSE: VIA, VIA.B), a leading content company with prominent and respected film, television and digital entertainment brands. The company's labels include Paramount Pictures, Paramount Vantage, Paramount Classics, MTV Films and Nickelodeon Movies. PPC operations also include Paramount Digital Entertainment, Paramount Famous Productions, Paramount Home Entertainment, Paramount Pictures International, Paramount Licensing Inc., Paramount Studio Group, and Worldwide Television Distribution.
About Hasbro, Inc.

Hasbro, Inc. (NYSE:HAS) is a worldwide leader in children's and family leisure time products and services with a rich portfolio of brands and entertainment properties that provides some of the highest quality and most recognizable play and recreational experiences in the world. As a brand-driven, consumer-focused global company, Hasbro brings to market a range of toys, games and licensed products, from traditional to high-tech and digital, under such powerful brand names as TRANSFORMERS, PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER BROTHERS, CRANIUM and WIZARDS OF THE COAST. Come see how we inspire play through our brands at http://www.hasbro.com. (C) 2009 Hasbro, Inc. All Rights Reserved.


* Kendra Wilkinson and Hank Baskett captured by the LG Mobile Phones photo booth at the after party for the ''Transformers: Revenge of the Fallen'' premiere sponsored by LG Mobile Phones.
* Megan Fox arriving to the ''Transformers: Revenge of the Fallen'' premiere sponsored by LG Mobile Phones, on June 22nd, 2009 in Los Angeles, CA.
* Tyrese in the LG Mobile Phones photo booth at the after party for the ''Transformers: Revenge of the Fallen'' premiere sponsored by LG Mobile Phones.
* Peter Cullen, voice of Optimus Prime, at the after party for the ''Transformers: Revenge of the Fallen'' premiere, sponsored by LG Mobile Phones, along side a limited edition LG Versa ''Transformers'' phone for which he recorded exclusive ringtones.
* Vanessa Minnillo at the LG Mobile Phones photo booth in the after party for the ''Transformers: Revenge of the Fallen'' premiere sponsored by LG Mobile Phones.
* Tyrese in the LG Mobile Phones photo booth at the after party for the ''Transformers: Revenge of the Fallen'' premiere sponsored by LG Mobile Phones.

Video: Designer Christian Siriano and LG Mobile Phones Combine Talents to Create 'Divas and Designers' Partnership

DESIGNER CHRISTIAN SIRIANO AND LG MOBILE PHONES COMBINE TALENTS TO CREATE "DIVAS AND DESIGNERS" PARTNERSHIP

Partnership Kicks Off During New York Fashion Week and Includes Custom Garment for Retail and National Consumer Mood Board Contest

SAN DIEGO, February 26, 2009 /PRNewswire/ — LG Electronics MobileComm U.S.A, Inc. (LG Mobile Phones) announced that is has once again entered into a creative marketing partnership with rising fashion star Christian Siriano. The partnership –titled "Divas and Designers"– includes two components and kicked off during New York Fashion Week. As part of the marketing collaboration, Siriano has designed a special garment inspired by the fashion-forward LG Lotus phone. Both the garment and phone appeared on the runway during his Fall 2009 Show on February 19th at Bryant Park. The garment will also be available for retail distribution. The LG-Siriano partnership also includes a nationwide program that allows budding designers and stylists to create and submit their own "mood boards" online through www.lglotus.com. Siriano will select one board, and the winner will spend a day with him in his New York City design studio – all expenses paid. While in New York, the winner will work with Siriano to co-create an accessory – influenced by the winning mood board - that will be presented to the winner at the designer's show in September 2009.

The Divas and Designer partnership marks the second time LG Mobile Phones and Christian Siriano have entered into a creative partnership. Last September, for his Spring 2009 Show, LG and Siriano teamed up to design a scarf with a designated pocket for the award-winning LG Lotus phone, which was newly launched. This year, Siriano decided to showcase the custom designed item on the runway and make it available for retail.

Siriano created a garment in his collection with the award-winning LG Lotus in mind because of its fashion-forward design and ability to keep those-in-the-know in touch with uncompromising style. According to Siriano, "Divas and designers want fashionable phones worthy of their creativity. Mobile phones are fashion accessories, and the LG Lotus is sleek, chic, and fabulous!"

Ehtisham Rabbani, LG Corporate Vice President for LG Mobile Phones added, "The partnership with Christian has provided LG the perfect platform for marketing the Lotus to our more fashion-conscious customers. The LG Lotus—like a well-crafted garment—stands out in the crowd by fusing both style and functionality. Lotus owners know they are making a fashion statement every time they use their phone."

Siriano first became famous by winning season IV of the highly rated reality show "Project Runway." This is his second showing during New York Fashion Week and the first time his collection has appeared in the tents at Bryant Park.

The LG Lotus, which won the Red Dot Award for design, has a sleek, thin, square shape, giving it an undeniable fashion-forward appearance. Available in purple with beautifully etched lotus leaves, or an elegant matte black, the Lotus has enhanced messaging features, including a wide display screen and a full QWERTY keyboard, making it ideal for texting, email and IM. The LG Lotus is exclusively available through Sprint.

For more information on the LG Lotus and the Divas and Designers Contest please visit www.LGLotus.com.

About LG Electronics Inc.
LG Electronics, Inc. (KSE: 066570.KS) is a global leader and technology innovator in consumer electronics, home appliances and mobile communications, employing more than 82,000 people working in 114 operations including 82 subsidiaries around the world. With 2007 global sales of USD 44 billion, LG is comprised of five business units - Home Entertainment, Home Appliance, Air Conditioning, Business Solutions and Mobile Communications. LG is the world's leading producer of mobile handsets, flat panel TVs, air conditioners, front-loading washing machines, optical storage products, DVD players and home theater systems. For more information, please visit www.lge.com.

About LG Electronics Mobile Communications Company
LG Electronics Mobile Communications Company is the world's leading provider of UMTS (WCDMA), CDMA and GSM handsets, which have been designed to improve the value of customer life. With a total range of wired and wireless solutions, the company is rapidly establishing a global presence and growing its international market share in 3G handsets. For more information please visit www.lgusa.com


Contacts:
Demetra Kavadeles
(858) 635.5232
dkavadeles@lge.com

AJ Sarcione
(310) 248.6115
aj.sarcione@ogilvypr.com