• by Aaron Baar , September 8, 2009

LG's mobile phone divisions is looking to tap into teens' and tweens' desire to naturally perform as a mode of self-expression via a tie-in promotion with the upcoming release of the movie "Fame," an update of the 1980 drama of kids attending the New York City High School of Performing Arts.

"One of the things that attracted us to this movie is the ability to reach out to the passions of our consumers and reaching out to different [demographics]. This film is aiming at a teen and tween audience," LG MobileComm USA representative Demetra Kavadeles tells Marketing Daily. "Mobile phones are now becoming about self-expression for teens and tweens."

The heart of the promotion -- dubbed "Get FameUs" -- is a dedicated website, www.lgfameus.com, which features exclusive film and photos from the movie as well as an online contest in which consumers can submit a video of them singing or dancing to the original Oscar-winning theme song (which has been rerecorded by the new movie's stars).

"What we're playing off of is the social media phenomenon like the couple who filmed their wedding entry [that was a YouTube hit over the summer], coupled with an actual contest," Kavadeles says. Entrants will be encouraged to post links to their videos on social networking sites to drum up votes, and the winning performer (chosen by LG) will receive $50,000.

Though LG will ultimately choose the winner, the votes do count for something: for every vote cast LG will make a donation to VH1's Save the Music Foundation, which id dedicated to restoring music education programs in schools across the United States. LG has been long-time supporter of the Save The Music Foundation, and the promotion touting a movie about performing arts was a happy coincidence, Kavadeles says.

"Fame just fit for us, and with the [Save the Music Foundation], we were able to tie it back to LG," she says.

LG is counting on viral sources to promote the contest, using sources such as MySpace and Facebook, as well as music sites like Pandora.com and radio to reach the teen and tween segment, Kavadeles says. The segment is increasingly important for the company, as internal research shows more than 70% of teens own a cell phone, up from around 40% in 2004, she says.