Thursday, 7 January 2010

Sponsors and Merchandise

Avatar's two U.K. sponsors have helped market the film to its audience and the merchandise will continue the Avatar franchise beyond the film

The U.K. Sponsor's
  • LG Chocolate BL40 and BL20 - As 3G phones, this sponsor will help target the young, modern, tech-savy audience
  • Cokezero - This product is from a massive worldwide company, showing the glossy, high budget appeal of Avatar as well as drawing in wide audiences. Cokezero is especially targeted at men and will therefore reach Avatar's majority male audience
In the USA Avatar toys are being given away in McDonald's Happy Meals. McDonald's is the largest chain of hamburger fast-food restaurants in the world. This also targets the film's family audience.

LG Chocolate

LG Electronics launched a multi-platform marketing campaign with Avatar. This included:
  • A television spot featuring the trailer projected from the LG eXpo
  • An interactive joint-sponsored Facebook page in association with Fox and MTV
  • A movie-themed microsite with exclusive content and video demonstrations of LG eXpo features.
The two websites create interactivity including features such as:
  • Create your own Avatar
  • Upload the trailer to your phone
  • Get Avatar wallpapers, screensavers and ringtones for your phone
LG also have a joint advert with Avatar


Cokezero and Avatar have worked together placing adverts for each other on their websites.
This is particularly prominant on the avtr site, which includes many Cokezero links.

Also, on Cokezero's facebook page their is an Avatar application

"Coca-Cola Zero takes you behind the scenes with exclusive footage, images and an inside look at life on Pandora and the AVTR program"

Cokezero also has a joint advert with Avatar


Mattel Toys announced that they will be making Avatar action figures. Each one will have an individual 3D web tag (or i-TAG) which can be scanned by a webcam to reveal unique on screen content.
Mattel Toys is the largest toy company in the world based on revenue, having produced toys such as Barbie and Hot Wheels

Also, three books have been published:
  • "Avatar, A Confidential Report on the Biological and Social History of Pandora" - A fictional field guide to Pandora
  • "James Cameron's Avatar: The Reusable Scrapbook"- A children's book
  • "The Art of Avatar: James Cameron's Epic Adventure" - A book all about the production art work for the film
Finally, "James Cameron's Avatar: The Game", produced by Ubisoft Montreal for most video game platforms, including:
  • PS3
  • PSP
  • Xbox 360
  • Nintendo Wii
  • Nintendo DS
  • iPhone
  • Microsoft Windows

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