'Avatar' Integrates Mobile Media, Retail

Los Angeles -- With its release on DVD and Blu-ray, "Avatar," which broke all box office numbers to become the highest-grossing movie to date, had a major presence at retail that included the first mobile multimedia CRM campaign from a film studio available to both smartphone and standard phone users in the United States, according to the provider. The in-store program leveraged 2-D mobile bar codes from JagTag, Princeton, N.J., in promotions at Best Buy and Kmart locations to offer "Avatar" fans clips from the film instantly."We wanted to create a new conduit to reach fans with the launch of 'Avatar' on Blu-ray and DVD," says Mary Daily, executive vice president of marketing at 20th Century Fox Home Entertainment. "The mobile network we opened with JagTag permits endless ways for us to engage with them." 20th Century Fox incorporated the promotion and bar codes into the Best Buy Insider, the retailer's monthly guide, as well as on "Avatar" corrugated displays in Best Buy and Kmart locations. The displays arrived in-store in April and stayed in place for a month.The promotion allowed shoppers with camera phones to snap a photo of the "Avatar"-branded JagTag featured in the Best Buy Insider or at the point-of-sale. Consumers used JagTag's technology to instantly receive multimedia content -- video, audio, pictures, coupons and text -- on their phones. Consumers downloaded a movie trailer and received exclusive content as the campaigns progressed. The promotion also asked consumers to opt-in to receive ongoing "Avatar" content throughout the year. "We found that in this relatively untapped area [of mobile phones] that the most efficient way to get the word out was through our displays and within Best Buy's Insider guide," says Daily. "We are bullish about what the future will hold in how we merchandise our upcoming releases, as well as how we partner with retail. Best Buy was a perfect fit for this promotion, as our goals were aligned. They have created an exceptional destination with innovative technology that will revolutionize the way we live and play."Unlike other QR codes that are popping up more often in print ads, on bus stops and sometimes on packaging, JagTag's codes can be read by any cell phone that has a camera, whereas other codes require a smartphone app to be read. However, JagTags also require the extra step of texting or e-mailing the code to receive the content.Outside of the JagTag promotion at Best Buy and Kmart, other retailers that showcased the release on shippers, pallets and signage included Walmart, Sam's Club, Dominick's, CVS and Jewel-Osco, which featured the movie on an endcap in a joint promotion with Pop Secret and Hershey candies. Among other display producers, Cornerstone Display Group, San Fernando, Calif., produced 6,600 displays for retailers including Best Buy."The phenomenal experience that 'Avatar' brings in viewing in the theaters or at home on Blu-ray high-definition has changed the public's perception and raised their expectations," says Daily. "The bar has been raised, and we look forward to continuing to challenge the business structure and reshape the way we look at our industry." Previously, 20th Century Fox Home Entertainment worked with JagTag on a campaign for the "X-Men Origins: Wolverine" Blu-ray and DVD launch. "We have experimented with JagTag on various campaigns over the last year, and the key to success is to ensure that the unique proposition is in front of the right audience," says Daily.

'Avatar' Integrates Mobile Media, Retail

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