LG Mobile Phones partnered with Metro-Goldwyn-Mayer (MGM) and Lakeshore Entertainment to create a multi-faceted marketing campaign to promote the film, FAME, which premiered in Los Angeles. The film follows the lives of several aspiring dancers, actors, singers, and artists as they reach for their dreams. Watch the video.
As presenting sponsor of the Los Angeles premiere and pre-premiere concert, LG Mobile Phones created “LGFameUs” experience for the cast members and attendees. The premiere experience complemented an online micro-site the company created to promote the film.
For the premiere, LG created a video “set” — complete with a New York City Street scene — so FAME fans could step into the spotlight to perform their rendition of the iconic theme song for the chance to win prizes.
FAME cast members Naturi Naughton and Collins Pennie and premiere-attendees Ashley Tisdale and Mario Lopez stopped by the LGFameUs set to show off their moves and hit the right notes.
Through its partnership with MGM, LG launched http://www.lgfameus.com, a movie-themed micro site which includes an online talent promotion. The online talent contest allows aspiring artists to submit videos of their performance of the FAME theme song for a chance to win a grand prize of $50,000.
The contest runs through October 5th and the winner will be announced on October 12th. Visitors to the site are encouraged to vote for their favorite videos giving them a chance to win a mobile phone daily or home entertainment theatre upon conclusion of the promotion.
For each vote, LG will make a donation to the VH1 Save The Music Foundation through its on-going partnership with the organization. The VH1 Save The Music Foundation is a non-profit organization dedicated to improving the quality of education in America’s public schools.
It’s a reinvention of the original Oscar-winning film, FAME.