LG Phone Ties In With ‘Transformers’ Movie

By Amy Gilroy -- TWICE, 6/16/2009

Los Angeles — LG Electronics will launch a new promotion for its mobile phones in a tie-in with the summer film, "Transformers: Revenge of the Fallen" from DreamWorks, Paramount Pictures and Hasbro.

The campaign will include a TV commercial directed by “Transformers” director Michael Bay and will offer an in-store promotion with Verizon Wireless. The campaign also includes a sweepstakes that consumers may enter by texting and an online game that consumers can access at a micro site, based on the movie.

The LG campaign centers around a limited-edition Versa phone, announced at the CTIA Show and created for consumer promotions. The phone is branded with logos from the movie and has voice tones and ringtones that tie in with the movie that makes its debut on June 24. The phone will be available through in-store and online promotions.

LG already kicked off on June 1 a 30-second TV spot featuring the Versa and “Transformers” characters.