LG steps-up Transformers affiliation

• LG-Transformers campaign moves into radio
• Promotional element includes Transformers merchandise
• Partnership with GSC Cinemas and ntv7

Malaysia - LG Electronics has reached the halfway mark of local marketing efforts to promote its new home entertainment range which are part of the global tie-up with the latest Transformers: Revenge of the Fallen blockbuster movie.

Advertisements promoting LG's new product range while also communicating the company's involvement in the Transformers movie has already hit TV, newspapers and magazines. The radio element begins shortly.

The month-long promotion rolled out in Malaysian in May, and ends 21 June, highlights LG's LCD and Plasma televisions and home theatre systems. LG are also offering 3,000 movie tickets and Transformers merchandise including t-shirts, caps and pen drives with purchase of selected televisions, home theatre systems and mobile phones.

"Movies are a big part of the entertainment industry and we recognise the importance of home entertainment products that offer similar cinematic experiences," T.Y Ko, managing director and CEO, LG Electronics in Malaysia, said.

In addition to the LG Transformers nationwide road show which also covered East Malaysia, LG has tied up with Media Prima's ntv7 for on-ground activities in the "ntv7 Transformers Hunt".

The activity is similar to the radio cruisers concept that is already popular in the country where cruisers stop in a spot and garner public participation to play games and win prizes.

GSC Cinemas is also a partner and has 15 cinemas displaying LG's LH50 TV rack containing ‘Watch & Win' contest forms.