The agreement between Coke Zero and 'Avatar' has re-written the rules to brand partnerships.
This alliance was purely based on value exchange and no financial arrangement occurred. Avatar went on to break all box office records.
Through augmented reality (AR) technology -- a Web-based application enabled users to interact with 3D motion graphics -- Coke Zero drinkers were able to engage with the movie on a uniquely visceral level.
In addition Coke Zero and Twentieth Century Fox created a TV commercial and cinema spot, both featuring film footage and promoting the partnership.
The ad showed a young man at his computer, who drinks from a can of Coke Zero out of a special Avatar-branded pack, and then is transported to Pandora via AR technology.
In this web video, Joe Tripodi, Coca-Cola’s Chief Marketing & Commercial Officer, and Jon Landau, producer of Avatar, reflect on a blueprint partnership between Coke Zero and Avatar.
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