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Press Release

02/06/2004

LG Mobile phones Kicks Off Extreme Sports Marketing Platform

New, Five-Year LG Action Sports Championship Sponsorship Starts This Week

New, Five-Year LG Action Sports Championship Sponsorship Starts This Week

SAN DIEGO (November 11, 2003) -- How do you reach Gen X and Gen Y trendsetters? Well, on skateboards, bikes and inline skates for starters! LG Mobile Phones is launching a five-year, multi-million deal and marketing campaign this week behind the all-new LG Action Sports Championships, season-ending competitions for skateboarding, freestyle BMX, freestyle motocross and inline skating.

"We think action sports is a great platform for LG Mobile Phones because it offers a myriad of ways we can tap into our core consumer and their sense of self expression," said Jeff Hwang, vice president of marketing at LG Mobile Phones. "We're looking to create a unique blend of music, sports and entertainment and introduce consumers to our phones in a very memorable environment."

The LG Action Sports Championships take place November 15 -23 at the Fairplex in Pomona, CA. The event offers the largest prize purse per sport and will tap into pro and amateur athletes and fans alike with a wide range of activities that extend beyond competition, including:

New LG Mobile Phones Ad - A specially-created TV spot will launch during the LG Action Sports Championships. The ad is a blend of music and scenic visuals from the journey and perspective of a young skateboarder.

LG Pic Trick - FOX Sports is featuring :30 second LG branded clips of action sports stunts from talent across the country. Tricks for six sports - Skateboarding Street, BMX Street, In Line Street, Skateboarding vert, BMX vert and In Line vert - will be on air leading up to the Championships. Following the featured trick is a tag with the LG Action Sports Championships website, www.lgactionsports.com, where video clips of the tricks are stored and consumers can vote for the best trick in the LG Pic Trick Video Gallery. An awards ceremony at the LG Action Sports Championships will crown the Viewer's Choice favorites. In addition, consumers have the opportunity to win free VX6000 phones via an online sweepstakes.

LG Lounge - LG is creating a special fan hospitality area, a 40' X 40' booth at the Championships with interactive displays and specially-produced video including an LG Pic Trick highlight reel, LG World's Longest Ollie footage and a special one hour "Road to the LG Action Sports Championship" feature. In addition, action sports pros will be on hand to sign autographs and chat with fans. LG Phone Girls will offer consumers a chance to check out the features on the LG VX6000 camera phone and send free photos to friends or family. Fans can enter to win custom skate decks and free LG phones throughout the Championships. And, fans can vote for their favorite LG Pic Trick at branded kiosk voting stations within the LG Lounge.

Page Two/LG Action Sports

Athlete Diary - Professional BMX vert athlete John Parker is documenting his "Road to the LG Action Sports Championships" through photos from an LG VX6000 camera phone at www.lgactionsports.com. The photo diary displays slice-of-life images and photo captions from the athlete's view to help give fans insight into the life of a pro.

LG Music Stage - Throughout the Championships, artists from around the U.S. will play for the crowd on an LG Music Stage that will bring a unique fusion of action sports and entertainment to the fan experience. Musical acts hail from Ventura County, CA to Providence, Rhode Island and include signed and unsigned bands.

LG Lifeline Contest - In addition to musical acts, the LG Music Stage will feature the LG Lifeline Contest, which invites fans to try their hand at action sports and music industry trivia for free LG prizes. Don't know the answer to a question? No problem. Every contestant will get the chance to make one call on an LG VX6000 camera phone for help with the answer.

LG Special Guest Concert with FUEL - Multi-platinum sensation FUEL will perform for fans at the close of the Championships on November 23, courtesy of LG. The band will entertain fans with music from its first two albums and tracks from the newly-released "Natural Selection."

World's Longest Ollie Contest - Held on October 30 in Los Angeles, LG challenged skateboarding street skaters to set the record for the World's Longest Ollie on a flat surface in a contest for the history books. Skater Kris Markovich, of Fullerton, Calif., earned the world record title and $5,000 from LG with an ollie of 16 feet and 5 inches that was met with cheers from peer competitors and onlookers alike. The contest was open to professional and amateur skaters.

About LG Mobile Phones
LG Mobile Phones' expertise in designing sleek, user-friendly phones has proven wildly successfully in the U.S. market, where the company's market share of all CDMA handsets has exponentially grown in just four years. LG has claimed nearly' percent of the CDMA market share in the U.S. for 2002, ranking LG as the third-largest manufacturer, according to analysts at Strategy Analytics. LG has plans to increase its market penetration even further with an aggressive brand campaign and a competitive line of next generation high-speed voice and data mobile phones.

Headquartered in San Diego, Calif., LG Mobile Phones is the North American wireless division of LGE USA, a business unit of LG Electronics of Seoul, Korea. Established in'58 as Korea's pioneer consumer electronics company, LG Electronics is a major global player in electronics, information and communications products. LGE was the first manufacturer to commercialize the CDMA digital mobile communication system with its support of the launch of the SK Telecom Network in Korea.

With annual sales of approximately $16 billion, LGE operates research and development, manufacturing and sales and marketing facilities around the world and employs more than 55,000 individuals in 73 countries. More information can be found at http://www.lgmobilephones.com.

About LG Action Sports Championships
The LG Action Sports Championships was developed to serve as the season-ending championships for skateboarding, freestyle BMX, freestyle motocross and inline skating, the world's four largest summer action sports. The inaugural event will take place from November 15-23, 2003 in Los Angeles. Nearly 200 of the top skateboarders, inline skaters, freestyle motocross and BMX riders from all over the world will compete for the title of World Champion in each of their respective sports. More than $600,000 in prize money will be offered, making the LG Action Sports Championship the largest per-sport purse in action sports history.

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