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 new territory, which mirrors the innovation of Avatar and the New LG Chocolate BL40. 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 today, Thursday 10 December, 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 theatre, conducting exclusive interviews and later providing personal reviews of the new handset.
Tomorrow, 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.”
Noted director of the film, James Cameron: “Avatar was created using a revolutionary technology with a new generation of special effects to tell this story. 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.”