ThinkJam/FHE

Case Study
ThinkJam/FHE
Groundbreaking Epic AVATAR Pushes
Boundaries with Immersive HD Trailer
The Challenge
20th Century Fox Home Entertainment (FHE) was looking to support
the release of James Cameron’s three-time Oscar® winning film
AVATAR’s DVD & Blu-Ray release with ground-breaking digital
marketing executions.
Playing on the theme of new technology, immersion and exploration
that is found in the film, FHE conceived of the idea of creating an
online interactive trailer the likes of which have been never done
before. FHE turned to leading digital creative agency ThinkJam and
campaign management provider MediaMind to execute their vision.
Campaign Details
Advertiser: 20th Century Fox Home
Entertainment
Campaign: Avatar DVD & Blu-Ray release
Creative: ThinkJam
Interactive Features: HD, Interactive Video
Mesmerizing the World
Using proprietary technology, a 30 second interactive HD experience banner ad was designed and built for the DVD & blu-ray
Release of Avatar. Developed to run in 15 markets simultaneously including the US, UK, China, Japan, and Brazil, the 30 second
media first allows viewers to explore the heart stopping visual landscape of Avatar. Taken from an exclusive piece of footage,
viewers are not only able to stop and start the video accessing key information ‘hot spots’, but also to zoom in to explore the
intricate visual landscape – a world first.
Swooping amongst the floating Hallelujah Mountains of Avatar’s incredible setting, users are able to zoom in on the Mountain
Banshee (or Ikrans in Na’vi Language), while pausing on and maximizing key information on weapons such as the Scorpion and
Drangon Gunships.
It’s incredibly exciting to be asked to work on such ground breaking video technology especially for the box office smash Avatar. I’m really proud of this agency first with MediaMind.
We’ve always got our finger on the pulse of the latest creative developments, and will keep
pushing the boundaries of digital to make the web an increasingly exciting and interactive
environment.
Daniel Robey | Managing Director, ThinkJam
The Unforgettable Experience
The campaign became a highly orchestrated effort that entailed working with numerous
publishers to rollout the campaign globally.
“What’s truly astounding is that our digital team was able to execute the rollout of this
feature in our markets worldwide – working with our territory offices and media agencies
to persuade many publishers to run an ad that was beyond anything they had ever allowed
before,“ added Vincent Marcais, Senior Vice President International Marketing, 20th Century
Fox Home Entertainment.
The result is an elegant and extremely complex product unlike anything executed before for
a home entertainment release.
AVATAR mesmerized audiences around the world with its
use of revolutionary technology that seamlessly disappeared into
a fully immersive cinematic experience. We carried that drive
for groundbreaking technology into our campaign. While there
have been interactive videos before, none have had an immersive
experience like this – and certainly not within rich media.
Mary Daily | Executive Vice President Marketing, 20th Century Fox Home Entertainment
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