16/11/09– LG Electronics (LG), a global leader and technology innovator in mobile communications, has teamed up with Future, the special-interest media group as part of its global partnership with 20th Century Fox to promote the launch of forthcoming epic action adventure movie, Avatar and its new LG Chocolate BL-40 widescreen mobile phone.
In a deal brokered by Mindshare, LG’s media agency, Future’s flagship technology and film brands, T3 and Total Film, will feature an exclusive augmented reality enhanced gatefold in their December issues. The 6-page advert promotes the crystal-clear cinema-aspect screen of LG’s Chocolate BL-40 mobile using assets from the eagerly-anticipated Avatar movie from visionary Director, James Cameron.
In a first for Future’s UK print portfolio, the LG gatefold is enhanced with augmented reality technology – allowing readers to go online and engage with the print advert via their webcam. By holding the special augmented reality icon up to the webcam, readers will unlock a special Avatar trailer (created exclusively by 20th Century Fox for the LG campaign) which plays on a user-controllable 3D rendering of the new LG Chocolate BL40 handset.
The in-magazine activity will be supported by digital media on T3.com and totalfilm.com. There will be a bespoke video walk-through, where T3.com presenters will explain the AR technology and show users how to access the content. This will be further bolstered by takeover reskins on both sites and behavioural targeted display advertising.
Fitting into LG’s global Avatar campaign, the augmented reality advert takes T3 and Total Film readers to the dedicated LG Avatar microsite (http://www.lge.co.uk/avatar) where they get a chance to win a VIP trip to the premiere of Avatar in London, by uploading their very own Avatar. Using sophisticated modelling technology, the photo is combined with a Na’vi character from the film to create a unique character. The user is then entered into a prize draw, which will also see their Avatar appear in a personalised online LG Avatar advert.
“We’re delighted to be working with Future on such an exciting campaign,” said John Barton, Sales and Marketing Director at LG. “Both Avatar and the new LG Chocolate BL40 represent innovations in their respective industries which this campaign will bring to life by delivering a cutting edge platform to interact with our customers”
“We are thrilled to be working with LG on this exciting Avatar partnership. The campaign is engaging, creative and extremely innovative, which is ideal for the film. All the elements have been executed brilliantly and we look forward the results,” said Victoria McCarthy, Fox UK Brand Promotions Manager
Malcolm Stoodley, Sales Director, Future, added:
“I’m delighted that Mindshare and LG chose to work with Future on this innovative, exciting, and integrated campaign to promote the new Chocolate phone and Avatar. As Future’s first augmented reality campaign in the UK, this is an exciting new format for advertisers that really brings this campaign alive for our readers. With an audience of influential movie and technology advocates, the exclusive Avatar footage showcases this pioneering new film and LG’s new mobile phone to T3 and Total Film readers like no other medium can deliver.”
The gatefold appears in the December issue of T3, on sale nowand the December issue of Total Film, on sale Wednesday, 18th November, both with a coverprice of £3.99.
ENDS
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 www.lge.com
About Future
Future plc is an international special-interest media group that is listed on the London Stock Exchange (symbol FUTR). Founded in 1985 with one magazine, today we have operations in the UK, US and Australia creating over 180 special-interest publications, websites and events for people who are passionate about their interests. We hold strong market positions in games, film, music, technology, cycling, automotive and crafts. Our biggest-selling magazines include T3, Total Film, Digital Camera, Fast Car, Classic Rock, Guitar World, Official Xbox Magazine, Official Playstation Magazine, Nintendo Power, Maximum PC and MacLife. Our websites include gamesradar.com, bikeradar.com, techradar.com, and musicradar.com. Future produces over 4 million magazines each month; we attract more than 18 million unique visitors to our websites; and we host 25 annual live events that attract hundreds of thousands of enthusiasts. In addition, Future exports, syndicates or licenses its publications to 90 countries internationally, making us the UK’s number one exporter and licensor of monthly magazines.
For more information
Will Guyatt, Media Relations Manager, Future UK, 01225 822517
Jerome Demare, PR Manager – Mobile, LG Electronics, 01753 876 719
