LG Electronics MobileComm in partnership with upcoming film, "TRANSFORMERS: REVENGE OF THE FALLEN" from DreamWorks Pictures and Paramount Pictures in association with Hasbro, is launching a comprehensive multi-discipline marketing campaign tied to the highly anticipated summer film.
 The tie-in campaign includes a customized television commercial directed by "TRANSFORMERS: REVENGE OF THE FALLEN" director Michael Bay. An in-store consumer promotion with Verizon Wireless will also kick off nationwide. The promotion allows consumers to enter a sweepstakes automatically when they send Friends and Family(R) one of three pre-recorded phone messages from Optimus Prime(R). In addition, LG launched a movie-themed micro site, www.uncoverlg.com, which includes an engaging and interactive online game. To round out the already compelling campaign, LG announced earlier this year at CTIA their limited edition Versa for the movie tie-in. The phone will be available only through consumer promotions.

Advertising Campaign

To promote the film and its involvement, LG created a 30-second TV spot called "LG Deceptiphone," which features the LG Versa and two characters from the movie: OPTIMUS PRIME and a DECEPTICON. Peter Cullen, known as the voice of OPTIMUS PRIME, provided the voiceover for the LG commercial.

 Limited Edition Phone
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 following limited edition features:
* Optimus Prime(R) voice tones (exclusively recorded by Peter Cullen)
* Ring tones (provided by Glu Mobile)
* Wall papers (provided by Glu Mobile)
* The original "Transformers" film on a pre-loaded microSD(TM) card
* Specially designed case resembling the "allspark cube" from the film



LG Micro Site
LG has developed a micro site that gives movie fans a much richer and deeper experience than the usual movie tie-in website. In addition to information about the LG Versa and full access to "Transformers: Revenge of the Fallen(R)" digital content, consumers can enter a sweepstakes and download a video game for their mobile phones. Also, there is an online game where fans can participate in an exciting game using the latest 3D graphics and interactive phone technology. The site can be visited at www.uncoverlg.com.