LG pushing Avatar tie-in for LG eXpo marketing campaign

LG Electronics U.S.A. Inc. (LG Mobile Phones), in partnership with Twentieth Century Fox and Lightstorm Entertainment, has created a multi-faceted marketing campaign tied to the highly anticipated epic adventure film – AVATAR – written and directed by Oscar®-winning filmmaker James Cameron ("Titanic").

LG Mobile Phones has created a marketing campaign that will appeal to forward-thinking technology enthusiasts. The marketing execution includes a TV spot that features the "Avatar" movie trailer footage being projected from LG eXpo, a smartphone handset that features a detachable mobile projector. To further support the campaign, LG developed an interactive micro site, www.lgexpo.com, which includes exclusive movie content, and is also launching an exclusive joint-sponsored Facebook page between FOX and MTV.

"AVATAR was created using a revolutionary technology with a new generation of special effects to tell this story. I was grateful to have the opportunity to work with a cast and crew that allowed me to take risks," said AVATAR Director James Cameron. "To be supported by a brand such as LG Mobile Phones, which continually strives to push technological boundaries, provided additional reinforcement for this endeavour."

In AVATAR, human "drivers" have their consciousness linked to an avatar, a remotely-controlled biological body that can survive in alien world’s lethal air. These avatars are genetically engineered hybrids of human DNA mixed with DNA from the natives of Pandora… the Na’vi. LG Mobile Phones is bringing users one step closer to their own Avatar-like experience through the advanced projection capabilities of LG eXpo, which allows users to digitally project their own images, videos, and documents – anywhere, anytime, and to anyone.

"Just as AVATAR breaks through all levels of filmmaking technology, LG eXpo offers unprecedented advances in mobile technology," said Ehtisham Rabbani, vice president of product strategy and marketing for LG Mobile Phones. "We share in the excitement around this cutting-edge, highly anticipated movie. As a technology leader, LG values and appreciates the research and development required to create a groundbreaking film – or product – that transports consumers to a place they have never experienced before."


TV Advertising – To promote the film and its involvement, LG Mobile Phones created a 30-second TV spot, which features the movie trailer for the highly anticipated film. The spot showcases a humorous interchange between co-workers who compete to be in the know about the latest and greatest in technology. The ad will begin appearing on national TV (network and cable programming) on December 7, 2009.

LG Mobile Phones Facebook Page and Exclusive Applications – The campaign also includes an interactive joint-sponsored Facebook page between FOX, MTV and LG. The page will promote the live event on Dec. 3 with James Cameron and the stars of "Avatar" that will be hosted by MTV’s Josh Horowitz, and presented by LG. During the live event, fans will hear about the director’s and cast members’ experiences. The director and cast will answer live pre-submitted questions about the highly anticipated blockbuster film. This is only the third time Facebook has hosted a live talkback. The page will feature an application that allows movie enthusiasts to submit questions via video. Five of the video questions will be chosen and played for the film’s director and cast members, who will respond during the live talkback.

LG Mobile Phones Micro Site – The movie-themed micro site, www.lgexpo.com, will give fans a deep, rich movie-tie in experience. The site, set to launch on December 3, contains exclusive content from the film. It also features two characters – Jim and Dale – who are the ultimate Avatar and LG eXpo fans and give visitors to the site, an online video demonstration of LG eXpo and its advanced exclusive features, such as the Mobile Projector.

The video above is part of the promo, showing the director and producer of Avatar talking about LG’s latest smartphone.

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