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Press Release



Multi-faceted Marketing Campaign Featuring TV Spot, Online Site and Event, Showcase LG Xenon’s User Interface Geared Toward Friends LG Mobile Phones Donates $15k to the Boys and Girls Clubs of Santa Monica

LOS ANGELES, June 4, 2009 - LG Electronics MobileComm U.S.A. Inc. (LG Mobile Phones) and Hayden Panettiere hosted the LG Xenon Splash pool party earlier this week at the W Hotel in Los Angeles. The event celebrated friendship and bringing people closer together, which is derived from Hayden’s role in the company’s marketing campaign for the LG Xenon, a touch screen phone with a unique interface that makes accessing your friends easier. To help Hayden celebrate, 50 youth members from the Boys and Girls Clubs of Santa Monica attended the event with a barbeque and afternoon celebration by the pool. LG Mobile Phones presented the Boys and Girls Clubs of Santa Monica with a check for $15,000 to help further the organization’s programs in the Los Angeles County. A group of Hayden Panettiere’s friends, including Dania Rameriez, Jesse McCartney, Corbin Bleu, Gilles Marini, James Kyson Lee and AnnaLynne McCord were also in attendance for the afternoon celebration.

“The mission of the Boys & Girls Club is to help young people reach their full potential as caring, responsible adults and the money provided to us today on behalf of LG Mobile Phones will help with this goal – as donations are essential to building and sustaining the programs that enable us to make a real difference in the lives of local youth,” said Allan Young, President and CEO of Boys & Girls Clubs of Santa Monica.

“This afternoon was an accumulation of what LG stands for,” said Tim O’Brien, senior director of marketing communications. “Hayden and her style bring attention to what a mobile phone says about a person, while the LG Xenon’s unique interface exemplifies the importance of how phones fit individual lives specifically.  Celebrating with the Boys and Girls Club was an energizing way to heighten what this phone is all about – bringing you closer to those most important.  The day was a huge success and LG was grateful to have been a part of it.”

Panettiere appears in a national broadcast and website campaign for LG Xenon. Both campaigns celebrated the importance of staying connected to your friends with ease. Panettiere is poolside in the national broadcast campaign, confined to her chair as she is wearing a cast on her leg. She uses her phone to select various visual contacts – in the form of her friends’ photographs – from her phone making different groups of people suddenly appear, which culminates into a pool party. The website campaign features Panettiere as the host, where users can learn more about LG Xenon’s user interface, including the 18 visual contacts available for easy access to friends’ images and contact information.

The online component also brings to life the friendship aspects of the LG Xenon, by offering users a chance to win their own pool party.  Online visitors can enter the sweepstakes until May 31, 2009, and a winner to be announced in late June.  The prize package includes $4,000 to throw the ultimate pool party, hosted by the winner, and six LG Xenon’s to stay in touch with friends.  To enter, visit 

LG Xenon is a sleek slider handset, with a large 2.8” touch screen and vibration feedback.  The handset includes an enhanced flash user interface that makes accessing menus, contacts and shortcuts easy, along with a 4-line QWERTY keyboard, which includes quick access keys for easy threaded text messaging, instant messaging, email, internet access and making calls.  With multi-tasking, Bluetooth® technology, an image editor and filter - to creatively enhance photos taken with the built-in 2.0 megapixel camera - and video capabilities, LG Xenon offers the latest in mobile technology.

More information regarding the LG Xenon can be found at The LG Xenon is available at AT&T retail stores nationwide and online at for $99.99 with a new two-year agreement.

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About LG Electronics, Inc.
LG Electronics, Inc. (KSE: 066570.KS) is a global leader and technology innovator in consumer electronics, mobile communications and home appliances, employing more than 84,000 people working in 115 operations including 84 subsidiaries around the world. With 2008 global sales of USD44.7 billion, LG is comprised of five business units –- Home Entertainment, Mobile Communications, Home Appliance, Air Conditioning and Business Solutions. LG is the world’s leading producer of flat panel TVs, audio and video products, mobile handsets, air conditioners and washing machines. LG has signed a long-term agreement to become both a Global Partner and a Technology Partner of Formula One™. As part of this top-level association, LG acquires exclusive designations and marketing rights as the official consumer electronics, mobile phone and data processor of this global sporting event. For more information, please visit

About LG Electronics Mobile Communications Company
LG Electronics Mobile Communications Company is a leading global mobile communication and information company. LG creates handsets that provide an optimized mobile experience to customers around the world with its cutting-edge technology and innovative handset design capabilities. Increasingly, LG is pursuing convergence technology and mobile computing products. LG will continue to take leadership in the mobile communication environment with stylish designs and smart technology.

Boys & Girls Clubs of Santa Monica
Founded in 1944, Boys & Girls Clubs of Santa Monica currently serves approximately 7,000 youth through memberships and community outreach.  They come from all over Los Angeles County, largely from Santa Monica, Venice, West Los Angeles and Inglewood.  Members pay a $10 annual fee for access to all Club amenities and programs that span across education, leadership, recreation and more. 
Boys & Girls Clubs of Santa Monica operates with the objective of serving children from all backgrounds, regardless of economic circumstances – ensuring that youth ages 7 to 18 have a safe and nurturing environment to develop socially, succeed in school, stay physically active and prepare for positive futures.  To learn more, please visit or visit\smbgc.

Media Contacts:

LG Electronics Inc.
LG MobileComm U.S.A., Inc.
Demetra Kavadeles
(707) 328-5307

Ogilvy Public Relations Worldwide
AJ Sarcione
(310) 248-6115