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LG Steps Up Marketing Campaign Ahead of ‘Avatar’ Premiere

  • Updated
  • 10-12-2009

Partnership with Twentieth Century Fox Breaks New Ground for Mobile Maker



Berkshire, December 10, 2009 - LG Electronics (LG), a global leader and technology innovator in consumer electronics, in partnership with Twentieth Century Fox, has created a multi-faceted marketing campaign that utilises online media to jointly promote the New Chocolate phone alongside Avatar as excitement builds around the globe for the world premiere of James Cameron’s eagerly-awaited film on December 10th.


With a shared philosophy for introducing creative and unexpected experiences for the public, LG and Twentieth Century Fox are pushing the boundaries of marketing into exciting new territory which mirrors the innovation of Avatar and the New LG Chocolate BL40. On an unprecedented global scale, the marketing outreach utilises influential social medias such as YouTube and Facebook to capitalise on the heightened momentum in the digital space for the film’s imminent release and appeal specifically to today’s technology enthusiasts.


As exclusive brand sponsor of the film’s world premiere in London, LG will be involved in a range of activities designed to share the excitement of the red carpet with film fans and introduce the New LG Chocolate BL40 to a wider online community. The premiere promotions begin with YouTube Super Users mingling with celebrities and crowds inside and outside the theater, conducting exclusive interviews and later providing personal reviews of the new handset.


The following day, LG and Twentieth Century Fox will bring the excitement of the global premiere to an audience of millions of internet users via YouTube’s full-screen takeover promotion. For 24 hours across 15 countries, the entire YouTube homepage will be transformed with an Avatar masthead featuring the film’s trailer.


For the duration of the takeover, YouTube users in the UK, Ireland, Germany, France, Spain, Italy, Netherlands, Russia, Sweden, Mexico, Brazil, Hong Kong and South Korea* will see LG’s Avatar-themed videos introducing the New LG Chocolate BL40 and link directly to the phone’s microsite. Viewers will also be shown reactions to the film’s premiere via Avatar’s YouTube Global Premiere Brand Channel site.


“We are excited to be involved in a creative campaign on a scale never tried before which connects with the public like never before,” said Chang Ma, Vice President of Marketing Strategy for LG Electronics Mobile Communications Company. “Avatar represents a new level of cinematic innovation while the New LG Chocolate BL40 represents a bold new vision for mobile multimedia technology with its widescreen display.”


Avatar was created using a revolutionary technology with a new generation of special effects to tell this story,” said director James Cameron. “I’m extremely pleased to be working with LG to promote this story because I think Avatar and LG products appeal to a very similar audience.”


“We are thrilled to be partnering with LG Mobile for the theatrical release of AVATAR,” said Anna Roca, Senior Vice President of Twentieth Century Fox International Promotions. “LG embraced the property by creating an innovative 360 degree marketing campaign and delivering the AVATAR experience directly in the hands of consumers around the world through their new Chocolate phones.  We look forward to future collaborations.” 




* Australia and Japan are excluded from the LG brand sponsored YouTube activity.



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 $44.7 billion, LG comprises of five business units – Home Entertainment, Mobile Communications, Home Appliance, Air Conditioning and Business Solutions. LG is one of the world’s leading producers 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 of Formula 1™ and A Technology Partner of Formula 1™. 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.


The LG Electronics Mobile Communications Company is a leading global mobile communications and information company. With its cutting-edge technology and innovative design capabilities, LG creates handsets that provide an optimized mobile experience to customers around the world. LG is pursuing convergence technology and mobile computing products, while continuing its leadership role in mobile communication with stylish designs and smart technology. For more information, please visit



About Twentieth Century Fox International

Twentieth Century Fox International is a unit of Fox Filmed Entertainment, a segment of Fox Entertainment Group.



Notes to Editors

1. AVATAR takes viewers to a spectacular world beyond imagination, where a reluctant hero embarks on a journey of redemption and discovery as he leads a heroic battle to save a civilization.  James Cameron, the Oscar-winning director of “Titanic,” first conceived the film years ago, when the means to realize his vision did not yet exist. Now, after four years of actual production work, AVATAR delivers a fully immersive cinematic experience of a new kind, where the revolutionary technology invented to make the film disappears into the emotion of the characters and the sweep of the story.

2. AVATAR releases worldwide beginning 16th December 2009 (18th December in the US). A full list of country release dates can be found here:

3. The official trailer for AVATAR can be seen on YouTube at

4. If you would like to interview any of the YouTube power users who will be given red carpet access at the premiere please contact Ben Novick at the YouTube press office in London at


For more information or high res images, please contact


Charlotte Stoel / George Griffiths

Firefly Communications

+44 (0)20 7386 1564


Sarah Brambley

+44 (0) 1753 491 628

+44 (0) 7793 795 99