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Cable Technology Feature Article

December 14, 2009

LG Mobile Phones Launches Marketing Campaign for 'Avatar'

By Jyothi Mahalingham, TMCnet Contributor

LG Electronics (News - Alert) MobileComm U.S.A. Inc has reportedly partnered with Twentieth Century Fox and Lightstorm Entertainment and created a multifarious marketing campaign to help promote the much hyped release of epic adventure film “Avatar,” written and directed by Oscar winning filmmaker James Cameron.
The campaign plan from LG Mobile Phones was aimed at ultra-modern tech savvy film enthusiasts and utilizes TV, mobile and Internet for this purpose.
The 30-second TV spot ad that started appearing from Dec. 7 sported “Avatar” movie trailer video record projected from LG eXpo, a smartphone handset that has a detachable mobile projector. The TV ad also includes entertaining interlude exchanges on technology part of the film between the work-mates participated in the film production.
An exclusive interactive Facebook (News - Alert) page jointly sponsored by FOX, MTV and LG has been created for the purpose. A live event was held on Dec. 3 with participation of James Cameron and the Stars of Avatar and hosted by MTV’s Jose Horowitz and presented by LG. The event allowed the fans to listen to the experiences of the director and other members. The page also hosted an application that allowed the movie fans to post video questions for which the director and the cast members responded enthusiastically.
The LG mobile phone micro site www.lgexpo.com was created and launched on Dec. 3. The Web site features elite content of the film and two characters nicknamed as Jim and Dale fans of Avatar movie and LG eXpo mobile phone offering online video demo of LG eXpo phone and exclusive mobile projector feature.
“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.
James Cameron added, “To be supported by a brand such as LG Mobile Phones, which continually strives to push technological boundaries, provided additional reinforcement for this endeavour.”
“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.”

Jyothi Mahalingham is a contributing editor for TMCnet. To read more of Jyothi's articles, please visit his columnist page.

Edited by Erin Harrison