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February 16, 2006
Pitching the Press: LG Mobile Phones Edition
Recently a PR practioner mailed me (and presumably many others) the following pitch. Is it good? Is it bad? Weigh in with your own critique.
"Once again, LG Mobile Phones is at the forefront of innovation in marketing efforts and initiatives. In particular, LG has entered two realms of marketing opportunity previously left untapped by mobile phone manufacturers.
"By aligning with superstar music producer Jermaine Dupri and Grammy nominated recording artist Mariah Carey, and developing 'LG Presents the Mariah Carey and Jermaine Dupri Post Grammy Celebration,' LG phones is intertwined with the entertainment industry on a level never before seen, with both performers and entertainment media.
"With their sponsorship of Cirque de Soleil's 'Delirium' tour, LG will have an intimate presence with the upwardly mobile, young professional audience that Cirque de Soleil performances tend to attract. These marketing initiatives have to potential to greatly expand LG's presence in key (and hard to reach) celebrity, young male and female demographics.
" 'LG Presents the Mariah Carey and Jermaine Dupri Post Grammy Celebration' was the hottest post-Grammy event in Hollywood. This exclusive event was attended by high-profile entertainers including Britney Spears, Anthony Keidis, Mischa Barton, Cedric the Entertainer, Carmen Electra and many more.
"All of these celebrities received their invitation on a video message featuring Mariah Carey and Jermaine Dupri, which was pre-loaded on a 'V' and sent to each individual. This opportunity offered LG the chance to supply product to the entertainment industry's most key influencers, with custom phones having been gifted to the two celebrity hosts (hi-res images of these one-of-a-kind 'V's by LG and the phone invitation are available upon request) in addition to the unique invitation.
"Another unique partnership that LG has forged during this process is with Red Engine Jeans, who have created a very tasteful co-branded jean that was included in the celebrity gift bags (images available.) Furthermore, LG's presence at this event--along with their entertainment devices like the 'V'--will give them exposure from entertainment media outlets that traditionally do not cover consumer products.
"Cirque de Soleil has long been one of the most surreal and mythical theater experiences available to audiences in North America. By signing on as one of three title sponsors, LG Mobile Phones will have the opportunity to generate greater brand awareness with the aspiring professional adults and sophisticated, affluent audience that attend Cirque performances. This 64 market tour allows LG to promote it's brand in cities and regions that are largely considered afterthoughts by mass marketing campaigns, essentially taking the form of a high-profile grassroots initiative."
Posted by Deborah Branscum at February 16, 2006 04:01 PM