Avatar

Creating an online experience that must compliment the most successful movie in the history of the medium is no small task. When FOX came to us seeking a partner to promote Avatar we were invigorated and challenged creatively. What emerged was a rich, immersive and fully integrated digital marketing campaign that pushed new technologies and engaged the monumental audience in new and exciting ways.

Beginning with Comic-Con, a teaser website was created that touted the newly announced Avatar Day and revealed the brand-new Navi keyart.

Getting eager fans one step closer to finally seeing this long anticipated movie was the Avatar Day ticketing site, which tied into Fox's database, allowing people to book tickets for the exclusive Avatar Day footage screenings.

What came next was the launch of the full theatrical website. Our unique approach to a movie website featured an expandable carousel navigation that contained all content including video, photos, cast and crew details, downloads, a dynamic Twitter feed, and links to a multitude of partners. A mobile friendly version of this website was also developed.

Our series of Rich Media banners engaged people in different ways that included fan polls, photo streams, video content in HD, Twitter aggregator and of course a prominent Buy Tickets call to action.

Avatar's reach into so many different aspects of our culture required many different ancillary interactive executions.

A series of customized background skins for social networks and video websites.

An exclusive screening site for the media with a downloadable version of the original screenplay and a behind-the-scenes featurette.

Pandorapedia - a wiki-style online encyclopedia, was created and featured information on and photos of the world of Pandora.'

And finally, one of the most progressive elements of our campaign was a downloadable Adobe AIR application. It allowed users exclusive access to behind-the-scenes video footage via hotspots within the theatrical trailer. Feeds from YouTube, Flickr and Twitter were also included and the combined content made this the second most downloaded application of its kind to date.