By Anna Sekula Posted May 18, 2010, 12:20 PM EDT
Looking to take advantage of the buzz surrounding Iron Man 2, LG Electronics partnered with Marvel Studios to launch its first Android mobile phone, the LG Ally. The cross-platform ad campaign, which played up the super hero's high-tech gadgets with TV spots, a limited-edition comic book, a dedicated micro site, and a design competition, culminated with a tech-driven press preview of the device held last Tuesday at Twelve21.
As an added incentive for the 100 or so editors invited to the event, LG brought out Iron Man and Iron Man 2's prop master Russell Bobbitt and props from the film.
To create an environment that would give LG's new phone and Marvel's movie an equal amount of attention, LG tapped Eventage, which worked with the Korean brand's PR team at Ogilvy and experiential marketing agency Alcone Marketing to produce the evening. A minimalist setting of white furniture and illuminated bars and tables that hinted at scenery from the film, kept the focus on all the high-tech gizmos, and signage incorporated branding for both LG and Iron Man.
Bobbitt showed off the products he crafted for the movie and presented the design competition's Flutter phone, a mock-up of the handset he selected as the Prop Master's Choice. In LG's corner was Brian Scollo, a field product trainer who demonstrated the abilities of the Ally's augmented-reality software to attendees using the special comic book. The tech editors were also free to test products on their own, taking the comics to check out the facial recognition app and Iron Man game at computer stations lining the perimeter of the room.
The superhero sequel also influenced the food from AVEnts, which played off lead character Tony Stark and his penchant for American fast food with bite-sized tortillas, hot dogs, and hamburgers.