LG's latest movie partnership aims for teens, tweens

SAN DIEGO: LG Mobile Phones has partnered with MGM and Lakeshore Entertainment's upcoming Fame remake to connect with tweens and teens.

SAN DIEGO: LG Mobile Phones has partnered with MGM and Lakeshore Entertainment's upcoming Fame remake to connect with tweens and teens.

This is LG's fourth movie partnership, but the first that targets young people, particularly those who have grown up watching talent shows like American Idol and So You Think You Can Dance. According to LG research, more than 70% of teens 17 and under have a cellphone, up from 45% in 2004.

“We are trying to reach consumers through their passions, whether that is fashion, action or, in this case, the performing arts,” said Demetra Kavadeles, PR manager for LG Mobile Phones.

To do that, LG has created a video contest on a Fame-themed Web site, www.lgfameus.com, which encourages visitors to upload their rendition of the Fame theme song for a chance to win $50,000. Visitors can also win daily prizes by voting for their favorite videos. LG phones will also be featured in the remake of the 1980s cult classic, which opens September 25.

Kavadeles said they have promoted the site to both local media and teen-oriented publications. To reach local markets, LG has leveraged the young, largely unknown stars of the film. LG filmed B-roll of the newcomers, many of whom are real singers and dancers, as part of a behind-the-scenes making of the microsite. “We've distributed B-roll tapes to [media] in each of the stars' hometowns,” Kavadeles said. “In the tapes, they actually talk to the fact that they wouldn't be here in the performing arts industry without the support of their hometown.”

The second component of the Web site ties into the Fame theme of self-expression. LG's internal research shows that teens consider cellphones an extension of themselves, so it created an online quiz, “What LG Phone Are You?” It matches personality types to specific LG mobile phones and a Fame character.

LG One—LG's multiagency PR team, led by Ogilvy PR for this campaign—pitched the quiz to such publications as Teen Vogue, Seventeen, CosmoGirl.com and PopSugar.com. “We wanted to target a lot of the online sites in particular, because we're reaching that age group where everything lies online,” said Kavadeles.

The site is also being promoted through a word-of-mouth campaign, from New York firm Mr Youth, in high schools and colleges. LG also bought ads on radio and social media sites like Facebook and MySpace.

MGM is also helping promote the site, through, among other strategies, internal and partner e-mail blasts and social networking outreach, said Christine Batista, MGM's SVP of marketing. “Working with LG is helping us reach our audience in a social medium integral to their daily lives,” Batista told PRWeek in an e-mail.

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