Discussion on "Avatar" digital successful marketing

Success is a relative concept. The "Avatar" that James Cameron directed last year has been a great success. Similarly, some films such as "Smart: Ghost Video 2" and "Toy Story 3" are also successful. Of course, if there is any difference between these successes, it is that Avatar has broken past box-office records and hit all-time highs.

Indeed, "Avatar" has a global box-office revenue of more than 2 billion dollars. After ensuring the film's status in the movie industry, marketers are working together to explore which digital marketing strategies have the greatest impact on the success of the film. Like most modern movies, Avatar's digital marketing includes advocacy on multiple platforms such as Facebook, Twitter, MySpace, YouTube, and Flickr, but each platform takes on a unique approach. Avatar's Facebook homepage is a LG-sponsored MTV webcast, which includes an exclusive interview with Cameron and film actors. On Twitter, users can use the "Post background music" to tend to the soundtrack of the movie. Under MySpace Sponsorship, the movie actor's red carpet time also through Ustream carries on the webcast.

Then in April, the Blu-ray and DVD version of the film launched another series of creative activities around the world: intoxicating interactive rich media ads. The idea of the ad is that the focus of the user's attention is embedded in the video. When users click on the video, they can see details about the magnificent fantasy world of the movie, as well as other video clips. Users can pause, scale, and move the video, and link to Amazon to buy the Blu-ray and DVD version of Avatar. The 20th Century Fox Home Entertainment company, together with MediaMind, and international PR firm ThinkJam, created the ad and simultaneously launched it in 15 global marketing markets.

Now, the "Avatar Collection version" of the launch also has some promotional activities in the publicity, although not as dense as before. However, most of the promotional activities are done on the ipad.

MediaMind and ThinkJam have collaborated to develop another unique online ad that is even more interactive than the last one. Instead of using extended advertising, the marketers chose to use a 10244.html "> video player that is resizable, allowing users to drag video from the AD unit and drop it to the actual size of the page, and even expand it to full screen if needed." Exclusive, scalable, and even pop-up-screen video clips add interest and appeal to these ads. The two-week ad has been partly launched in the United States a few weeks ago and will continue to be launched around the world.

The ipad ad is not using flash technology, but is based on HTML5, but other related online ads use flash technology. In the United States, the marketing campaign purchased Syfy.com, UGO.com and Fox Sports sites.

But then again, having such a high box-office film is worth the most advanced marketing activity, just like the idea of the film itself. But when it comes to maximizing marketing strategies, rich media has quickly become a default choice. From the initial advertising campaign, the most interesting thing about Avatar's marketing strategy is that interactivity is the most cutting-edge and central idea, whether it's highly creative, targeted media purchases, or user-driven social media. Digital media is not a movie, we can't expect viewers to tolerate negative advertising (let alone enjoy it), and we can't expect implicit methods to generate any online word-of-mouth.

Webcasts, Twitter contests, interactive trailers ... This is the digital media that consumers are responding to so far, and "Avatar" has put these activities to good use across platforms. Of course, not all advertising must be very interactive, but at least some of the ads are interactive, especially when advertisers are not so high on the positioning of success.