Coca-Cola Zero Announces Global Film Partnership With James Cameron's Avatar
Exclusive cinema activation and money-can't-buy prizes deepen fans' Avatar experience
The Coca-Cola Company (TCCC) has announced its Coca-Cola Zero brand has partnered with Twentieth Century Fox on a major global promotional campaign for James Cameron's epic-adventure film AVATAR. Set to be activated in over 30 countries including Great Britain, the partnership will further drive brand relevance and appeal to the Coke Zero target audience. It centres around bringing consumers unique access to exclusive and authentic content from the world of AVATAR in a variety of exciting ways.
Cinema Activation
In an exclusive coup, the Coca-Cola Zero team has collaborated with Twentieth Century Fox to create a 30 second TVC, set to be shown at cinemas nationwide, featuring footage and promoting the brand's partnership with AVATAR.
Building on the everyday appeal and tongue-in-cheek attitude that Coke Zero has become known for, the spot shows a young man unwinding at the end of the day in front of his computer. He takes a drink of Coke Zero from a special AVATAR branded pack. The motion of the pack stimulates the webcam into action. Focusing in on the AVTR mark, the webcam unlocks an incredible, immersive movie experience.
In a flash, he is transported to the world of Pandora which comes alive in footage from the movie. The experience intensifies as an arrow, shot from the hands of the movie's main character, flies out from the computer and past the ear of the guy and into the wall behind him. As he walks over to investigate, another arrow comes flying through, narrowly missing him. Pinned against the wall, his experience is suddenly interrupted as his flatmate enters the apartment. We look back at the computer which has now gone blank. The scene closes with the strapline "Great Coke Taste. Zero Sugar."
Visibility of the much-anticipated partnership will be further driven within Cineworld Cinemas and Vue Cinemas via branded cups and popcorn boxes.
Digital - Coke Zone and AVTR.com
Digital elements combine to bring the Avatar experience direct to Coke Zero consumers. Famed for its exclusive giveaways and engaging content, loyalty site Coke Zone is giving consumers the chance to immerse themselves in this futuristic world, from the chance to win money-can't-buy brand experiences including tickets to the premiere to redeeming points in exchange for Avatar memorabilia and downloading the TVC.
A must-visit destination for AVATAR fans, www.AVTR.com has also been developed thanks to a close collaboration between Coca-Cola Zero and the studio and filmmakers. The site will feature regular "live" journalist reports from the world of Pandora, providing fans exclusive views and insights into this spectacular world with AVATAR imagery, wallpapers, games and applications as well as regularly updated, real-time AVATAR news.
Stafford Green, Group Director, Interactive for The Coca-Cola Company said: "Accessing AVTR.com is one of the best ways to prepare to go and see AVATAR. Through our partnership with the studio and filmmakers, Coke Zero makes it possible to delve deep into this exciting property before you get to the movie theatre"
AVATAR Producer Jon Landau explains "AVATAR will provide a unique immersive experience for moviegoers, and this promotion with Coca-Cola Zero will bring fans even deeper into the amazing world of Pandora and James Cameron's vision."
Cathryn Sleight, Marketing Director, Coca-Cola Great Britain, said: "AVATAR is the ultimate story of possibilities and shares the same aspirational, edgy and unconventional brand values as Coca-Cola Zero. Working so closely with the studio and filmmakers has allowed us to create authentic and exclusive content that provides fans' unique access into the world of Pandora deepening their AVATAR experience."
AVATAR will be released worldwide, in theatres only, 17 December 2009.
-ENDS-
To book tickets to AVATAR now, please go to www.cineworld.com or www.myvue.com.
About The Coca-Cola Company
The Coca-Cola Company is the world's largest beverage company, refreshing consumers with nearly 500 sparkling and still brands. Along with Coca-Cola, recognized as the world's most valuable brand, the Company's portfolio includes 12 other billion dollar brands, including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, POWERADE, Minute Maid and Georgia Coffee. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate of nearly 1.6 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate. For more information about our Company, please visit our website at www.thecoca-colacompany.com.
AVATAR
AVATAR takes us to a spectacular world beyond imagination, where a reluctant hero embarks on an epic adventure, ultimately fighting to save the alien world he has learned to call home. James Cameron, the Oscar®-winning director of "Titanic," first conceived the film 15 years ago, when the means to realize his vision did not exist yet. Now, after four years of production, AVATAR, a live action film with a new generation of special effects, delivers a fully immersive cinematic experience of a new kind, where the revolutionary technology invented to make the film disappears into the emotion of the characters and the sweep of the story.
About Fox Filmed Entertainment
One of the world's largest producers and distributors of motion pictures, Fox Filmed Entertainment produces, acquires and distributes motion pictures throughout the world. These motion pictures are produced or acquired by the following units of FFE: Twentieth Century Fox, Fox 2000 Pictures, Fox Searchlight Pictures, and Twentieth Century Fox Animation.
