LG Mobile Flogs 'Transformers' Microsite

By Robert Marich
   June 17, 2009 – Paramount Pictures negotiated access to lots of content for tie-in partner LG Electronics MobileComm from the latest Transformers movie via a microsite
   The microsite is a Transformer control room. Promotional materials from the movie drive consumers to the microsite—a cluster of website pages grouped within their own Internet address that is satellite separate from the main movie website.
   Says a press release, “In addition to information about the LG Versa (a special-edition cell phone with movie logos) and full access to Transformers: Revenge of the Fallen® 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.”
   Oooh. Aaah.
   LG and carrier Verizon Wireless place their logos in the microsite. One of the options in the control room is a click-thru for the following product plug: “Learn why LG phones are the best weapons against Decepticons”—a reference to Transformers bad guys. More oohs and aaahs from me for LG finagling this!
   Paramount Pictures will premiere Transformers: Revenge of the Fallen on June 26 and the movie is based on a Hasbro toy line dating back to a 1984 TV series. This follows a 2007 Transformers theatrical that grossed $319 million in the U.S. and Canada alone. So expectations are high for the new film, which received mostly thumbs up in early reviews.
   The tie-ins include LG underwriting the cost of a gala premiere two days before the movie opens; TV commercials for LG featuring Transformers characters with a voiceover from Peter Cullen, who is the voice of the Optimus Prime robot; and in-store promotions. The film’s director Michael Bay directs the ad. “They have creatively aligned their product with the excitement building around the film while delivering benefit to the LG brand in the marketplace,” LeeAnne Stables, executive vice president of worldwide marketing partnerships for Paramount Pictures, said in a statement.
   For the 2007 Transformers film, Nokia was the cell phone tie-in partner. LG stepped up after a positive experience with a promotion for 2008 theatrical blockbuster Iron Man, which Paramount also released.
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