LG Mobile Phones has launched the mobile element of a national sweepstakes campaign to push its merchandise in an increasingly competitive device market.

The South Korean handset maker tapped GPShopper's Slifter mobile shopping tool service for a mobile Web sweepstakes that offers participants a variety of prizes.

"LG is trying to take a branding play, which is to associate themselves with a movie like 'Iron Man,' and convert it into a transactional play," said Alex Muller, CEO of Slifter, New York.

"Where we really help is connect the dots," he said. "What we're really doing is ultimately facilitate commerce."

The Slifter mobile shopping tool lets mobile consumers search and share millions of products and promotions at more than 150,000 locations nationwide. It is available for free through SMS, mobile Web or Java application on most mobile devices.

The vendor worked with LG Mobile Phones to create a text messaging campaign and build a mobile sign-up Web site that links to local LG mobile products.

Consumers who enter the sweepstakes on a Web-enabled mobile phone text LG to the 42229 short code or visit the site at http://m.lg2win.com. Standard carrier charges may apply for an incoming text message and using data services.

Sweepstakes participants stand a chance to win a $7,000 LG Electronic Makeover, along with daily prizes including LG mobile phones and movie tickets.

The campaign runs through May 15.

LG is one of the top five mobile phone manufacturers worldwide.

Mr. Muller said LG had a couple of objectives with this sweepstakes effort.

"The first is to get some experiences in a way that is about product marketing," Mr. Muller said. "Bottom line, they want to sell phones.

"And the second way is to connect to their consumer base in a way that makes sense," he said. "And given that they're trying to sell next-generation mobile phones, to not have a mobile phone campaign is a detriment."