• by Aaron Baar , May 8, 2010

LG Electronics MobileComm USA is using its sponsorship with Marvel Studios' "Iron Man 2" film to showcase the LG Ally, the company's first phone to use Google's Android operating system.

The tie-ins will include television advertising (in which five friends caught in the crossfire between alien drones and Iron Man use their phones to save themselves via phone capabilities such as Internet access, music player portability, turn-by-turn navigation and video sharing), an in-store gift-with-purchase promotion and a dedicated microsite, www.lgim2.com.

The microsite includes a game, in which users are put inside Iron Man's distinctive suit and then are sent on "missions" where scenes depict a race car accident, a missile terrorizing a city and party scene. In each location, three of Iron Man's "friends" appear to showcase the apps available on the Ally phone to help them understand more about the scenario.

For instance, in the scene with the race car crash, the "Speed View" uses the phone's GPS to show speed and direction being traveled. Other apps showcased include shopping sites (to find out where the missile was bought) and a Yelp application to find driving schools and Foursquare.

To promote the Ally, Marvel has created a special-edition "Iron Man 2" comic book to be given away with the purchase of an Ally, Chocolate or enV phone. The comic book will also include keys to unlock "augmented reality" areas on the Web site and text messaging codes to gain access to exclusive "Iron Man 2" content.