LG Mobile Phones Partners with Transformers

LG Mobile Phones has partnered with the highly-anticipated summer film Transformers: Revenge of the Fallen to launch a multi-media marketing campaign. The campaign includes an array of different components promoting the LG Versa phone and the film, including a movie-themed microsite at uncoverlg.com.

Image: uncoverlg.com

As part of the campaign, a limited edition version of the new LG Versa phone was created especially to promote the movie. The phone is available through in-store and online promotions. The phone has been modified to include Optimus Prime (Peter Cullen) voice tones, customized ring tones and wallpapers, the original Transformers flick on a pre-loaded microSD card and a special case resembling the “allspark cube” from the movie.

The campaign includes a TV commercial directed by the film’s director Michael Bay. The 30-second spot dubbed “LG Deceptiphone” features the LG Versa and two characters from the movie — Optimus Prime and Decepticon. The commercial started running on national TV and in theaters on June 1, 2009. You can get a look at the spot below:

Also part of the campaign is the uncoverlg.com microsite, where visitors can get information about the LG Versa and access to digital content from the film. Users can also play online games, enter a sweepstakes and download a video game for their mobile phones. The digital content includes video trailers, wallpapers, screensavers, ringtones and images.

In-store efforts include a promotion for Verizon Wireless to increase visibility for LG phones. Print ads are also part of the campaign.  Other components allow users to send pre-recorded messages to relatives and friends in the voice of Optimus Prime.

When consumers make the call to send the messages to their friends and family, they are automatically entered to win in a sweepstakes. As the grand prize, one winner will receive an all-expenses paid 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.

Transformers: Revenge of the Fallen premieres in theater on June 24, 2009.

Image: uncoverlg.com

Image: uncoverlg.com