LG and Hasbro Partner with “Transformers”
The summer film “Transformers: Revenge of the Fallen” has attracted numerous marketing partners. Two of them, LG Electronics MobileComm U.S.A. Inc. and Hasbro, have launched a comprehensive marketing campaign supporting the movie.
The campaign includes an in-store consumer promotion with Verizon Wireless and a customized television commercial directed by the film’s director Michael Bay.
In stores, a promotion for Verizon Wireless customers drives awareness of LG phones. P-O-P will prompt Verizon customers to call a toll-free number—or log on—to send one of three pre-recorded messages to their friends and family that feature the voice of Optimus Prime, one of the characters in the film. People who place the call are automatically entered into a sweepstakes offering one grand-prize winner a trip to Los Angeles to attend a screening of “Transformers: Revenge of the Fallen.” The winner will also receive 10 LG phones for friends and family, a 55-inch LG television, and an LG Blu-Ray disc home theatre system.
A limited edition version of the new LG Versa was created to promote the film and will be available through in-store and online promotions. The phone has been modified inside and out and includes the original “Transformers” film on a pre-loaded microSD card. The phone comes with a movie-themed case resembling the “allspark cube” from the film.
A micro site at http://www.uncoverlg.com offers info about the Verga and content about the film. Visitors can enter a sweepstakes and download a video game to play on their mobiles. An online game works using 3D graphics and interactive phone technology.
The 30-second TV spot called “LG Deceptiphone,” shows the LG Versa and two characters from the movie: Optimus Prime and a Decepticon. A print ad also features the LG Versa.
LG also participated in the U.S. premiere of the film in Los Angeles on June 22 as the presenting sponsor of the event. The film hit theaters June 24.
“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.”
