Company: LG Electronics
Agency Mix: Ogilvy Public Relations, Y&R, Publicis Modem, and Alcone
In-house team: Demetra Kavadeles, PR manager for LG Electronics Mobile Communications
Lead agency: Ogilvy Public Relations
Campaign: Transformers: Revenge of the Fallen
When LG Electronics launched an integrated campaign to promote its mobile phones through the latest Transformers film, PR was tapped to lead the effort. The team wanted to replicate the success it had with product placement in last summer's hit Iron Man.
“We look for films that could highlight one of our products –whether through technology or fashion,” says Demetra Kavadeles, PR manager for LG Electronics Mobile Communications. “We wanted PR to be the common thread throughout the campaign.”
LG launched the campaign with Ogilvy PR in April 2009 at the CTIA Wireless conference, with Transformers' director Michael Bay on hand as the team announced the partnership.
“This made it easy for us to address the media since it was all unveiled at a trade show,” Kavadeles says.
The PR team worked with Bay and the film's prop director during production to determine which phones to place with the characters, in addition to helping design a special edition Transformers' inspired phone.
“The special edition phone was a way to do consumer outreach that ties back to the film, but it was also something to give to the media to review,” she adds.
Y&R's Bay-directed commercial hit the airwaves on May 30, followed by a print ad push debuting June 1. This coincided with the launch of Publicis Modem's microsite and Alcone's retail promotions. The PR team oversaw the project to ensure all messaging was consistent.
LG also sponsored the film's Hollywood premiere and interviewed its stars about the phone for b-roll. During the LG-sponsored after-party, the team generated photos with the stars that resembled the film poster, which it could use as promotion materials. These materials are now being used to conduct media outreach, including a consumer media tour that kicked off in late July.
“This is a movie with legs. We expect the megafans and new fans to have ongoing interest in [this campaign],” Kavadeles says.
The team hopes to leverage the film's box office success through the summer on its media tours and by pitching product reviews for the phones tied to the movie.
“This campaign has elements of technology, consumer, and entertainment, so there are a lot of outlets that are interested in coverage,” says James Williams, EVP of WPP's LG-One.