Multimedia Mobile Campaign Supports “Avatar” Movie
LG Electronics MobileComm, Twentieth Century Fox and Lightstorm Entertainment have teamed up to create a new multimedia campaign supporting the new James Cameron film “Avatar.”
The campaign will include TV spots featuring the movie trailer being projected from the LG eXpo, a smartphone handset that features a detachable mobile projector. An interactive microsite (http://www.lgexpo.com) was also created, and a Facebook page co-sponsored by Fox and MTV is also being launched.
In the movie, human “drivers” have their consciousness linked to an avatar, a remotely-controlled biological body that can survive in alien world’s lethal air. These avatars are genetically engineered hybrids of human DNA mixed with DNA from the natives of Pandora.
The 30-second TV spots began airing on national network and cable channels on Monday, Dec. 7. The Facebook page hosted a live event on Dec. 3 with Cameron and stars of the movie, hosted by MTV’s Josh Horowitz. The page featured an application that allowed fans to submit questions via video; five questions ere chosen and answered during the event.
The microsite, which also launched last week, contains exclusive content from the film and features two characters—Jim and Dale—who are the ultimate Avatar and LG eXpo fans and give visitors to the site a demo of the phone’s features.
