LG Mobile creates integrated, multi-media marketing campaign for James Cameron's Aavtar

LG Electronics MobileComm USA. Inc, in partnership with Twentieth Century Fox and Lightstorm Entertainment, has created a multi-faceted marketing campaign tied to the epic adventure film, Avtar written and directed by Titanic's Oscar-winning filmmaker James Cameron.

Avtar  is about a reluctant hero who embarks on an epic adventure, ultimately fighting to save the alien world he has learned to call home. James Cameron, the Oscar-winning director of Titanic, first conceived the film 15 years ago, when the means to realise his vision did not yet exist.

After four years of production, Avtar, a live action film with a new generation of special effects, 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.

LG Mobile has created a marketing campaign that will appeal to forward-thinking technology enthusiasts. The marketing execution includes a TV spot that features the Avatar movie trailer footage being projected from LG eXpo, a smartphone handset that features a detachable mobile projector.

To further support the campaign, LG developed an interactive micro site lgexpo.com, which includes exclusive movie content, and is also launching an exclusive joint-sponsored Facebook page between FOX and MTV.

''Avatar was created using a revolutionary technology with a new generation of special effects to tell this story. I was grateful to have the opportunity to work with a cast and crew that allowed me to take risks,'' said Avatar director James Cameron. ''To be supported by a brand such as LG Mobile Phones, which continually strives to push technological boundaries, provided additional reinforcement for this endeavour.''