MUMBAI: McDonald’s has got into a partnership with James Cameron and Twentieth Century Fox for the forthcoming film Avatar. Through its partnership McDonald’s plans to bring digital experiences to its young adult customers.
Just hours before Avatar’s world premiere, Cameron and Jon Landau joined McDonald’s Global chief marketing officer Mary Dillon and McDonald’s USA chief marketing officer Neil Golden to reveal how McDonald’s is leveraging the creativity of the movie through an imaginative global promotion for customers.
"We’re engaging consumers around the world with one of the most unique digital experiences we’ve ever created to share James Cameron’s vision for Avatar," said Dillon. "McDonald’s partnership with AVATAR gives us the opportunity to bring this adventure alive in our restaurants and online with innovative technology and creativity, all at the value customers expect from us."
"McDonald’s has taken my vision of Pandora from the big screen to the computer screen and beyond," Cameron said. "Avatar has been my dream for 14 years and I am extremely happy with how McDonald’s is bringing it to life in their restaurants and online."
Landau, who collaborated with McDonald’s to develop the digital experiences, said, "People are going to be captivated by the realism of their experiences. McDonald’s is bringing Avatar’s world to life using new cutting-edge technologies to offer that ‘wow’ factor. They’re really cool."
The properties include unique online experiences accessed only on McDonald’s local Web sites around the world. They include: PandoraQuest where players are tasked with finding hidden objects within three different Pandoran landscapes, McD Vision which is an augmented reality (AR) experience that uncovers characters and scenes from the film, and immerses players in the world of Pandora and PandoraROV which is an online discovery experience where players can take their first steps on Pandora.
Besides that McDonald’s Latin America has launched an unparalleled in-restaurant experience for customers, including photo backdrops that put customer’s side-by-side with larger than life-sized images from the movie while McDonald’s Australia is promoting Avatar with a unique sweepstakes with hidden codes on cups and tray liners. Select countries in Europe will be offering a morphing tool that allow customers to transform a photo of themselves into Avatar characters. McDonald’s USA is unlocking the world of Pandora for customers with the iconic Big Mac sandwich.
In addition, from 7 to 17 December, fans in the U.S. can participate in the Big Mac Avatar Code Breaker Countdown sweepstakes on McDonald’s Twitter page, for a chance to win a Big Mac lunch with Landau and a private screening of the movie.
Additionally, countries around the world will be offering Happy Meal toys that encompass the spirit and adventure of Avatar. The interactive toys feature AVATAR characters that light up via touch, sound or motion.