Good ink. Happy clients.
Calling Iron Man
LG Mobile Phones chose IRON MAN as its first major feature film product placement campaign. Leading man, billionaire industrialist Tony Stark, held no super powers of his own so he had to rely on technology - such as LG's - to pursue his missions. Lana and her team devised industry and consumer tactics to underscore LG's role in the film.
Director Jon Favreau kicked off the partnership with an appearance at LG's CES International tradeshow booth to unveil one of the real suits used in the film. Lana's team also devised a consumer contest offering winners limited edition 18K-gold-backed LG/IRON MAN phones valued at $2,000 each. Giveaways were conducted with People StyleWatch, In Touch Weekly, Life & Style and EXTRA TV, to name a few.
ENTERTAINMENT TONIGHT even featured Robert Downey, Jr. holding up an LG/IRON MAN phone on the red carpet. Marketing trades gushed over the film's product promotions and LG was thrilled with the results. (Agency: Ogilvy PR)
Prints Charming
HP subsidiary APOLLO Consumer Products teamed up with Mattel to launch the first printer aimed at little girls - the Barbie printer. Lana led media relations with a creative twist. The Barbie printer product review program was kicked off by sending a creative teaser mailing to key consumer media to pique their interest. The clever riddle and packaging got their attention and coverage results included USA TODAY, TIME, The New York Times and The London Times. (Agency: BSMG Worldwide)
And now for a non-tech highlight...
Tim Shriver, CEO of The Special Olympics, wants people everywhere to think twice about the way the intellectually disabled are treated. He was especially outraged by the film TROPIC THUNDER. To underscore his position, Lana's team organized a protest outside the film's LA premiere allowing Tim the chance to launch his “R-word” campaign which implores us all to stop using word “retard” in a hurtful way. Lana helped line up scores of interviews for Mr. Shriver before, during and after the protest. Interest was overwhelming. High-profile coverage earned included CNN, Reuters, Agence France-Presse, Access Hollywood and NPR. She also penned op-ed pieces for him which appeared CNN.COM and The Huffington Post. (Agency: Ogilvy PR)
© Lana Rushing. All rights reserved.
Photo: Associated Press
Birthday Greetings
Celebrating its 25th year as America's #1 desktop publishing solution, The Print Shop 2.0 by Encore/Broderbund was unveiled at the world's largest technology tradeshow - the 2010 International CES show in Las Vegas. This nostalgic product's first major PR push was a welcome one. Nearly 150 journalists were briefed about the product at the show with Lana's help, resulting in immediate coverage with such outlets as PC Magazine Online, The Huffington Post Online and others. (Agency: Rushing PR)
