Synergy & Cross-Media Convergence in Way of Water Marketing:
Mercedes-Benz:
- Mercedes-Benz released a conceptual Vision AVTR car, co-promoting the movie alongside Disney.
- The campaign slogan is that "Earth is our Pandora", reinforcing Mercedes-Benz's vision for a more sustainable future, hoping to become fully electric in years to come.
- The car is inspired by the movie, and is billed as being without emissions and is powered by organic battery technology with a fast charging capability, built with sustainable materials as well as with an intuitive biometric control, meaning that there is no steering wheel
- The vehicle made an appearance at the premiere
- The Mercedes-Benz website promotes the film on their website, containing a blurb about the film, as well as a trailer. Link: Mercedes-Benz Avatar Promotion, Sustainability Page
LG:
- LG put up an ultra-high-definition 3D billboard in Times Square, displaying scenes from Pandora leading up to the release of the movie in cinemas.
JD:
- The largest online retailer, covering 99% of the Chinese market, with half a billion daily active users
- They activated billboard promotions across their malls, city flagship stores, and nationwide LED screens to promote the film's release.
Razer:
- Razer also partnered with Disney, releasing the Yaqi Orochi V2 Avatar mouse
L'Oréal NYX:
- In order to capture the attention of Gen-Z, Disney teamed up with NYX Professional Makeup to create a makeup line, including, eyeshadow and blush palettes, highlight/blush sticks, face paint, face mist, as well as lipsticks and lipgloss.
- The campaign was launched in North America, Latin America, Asia Pacific, Europe, the Middle East, and Africa.
- The range contains bioluminescent shades, light-catching pigments, and beautiful packaging.
- In addition to this, NYX supported Disney and Avatar's global "Keep Our Oceans Amazing" campaign, supporting The Nature Conservancy to protect sea life.
Kellogg's:
- Since "Family is a big component of Avatar: The Way of Water", the film teamed up with Kellogg's, creating a special cereal packaging as well as cereal, creating a special line of Pandora Flakes.
- After in-store displays at Kroger and Walmart, Disney reported that 17% of domestic box office shares were created by families.
Trailer Release:
- The film's trailer was released at the screening of Doctor Strange: Multiverse Of Madness, which is part of the Marvel Cinematic Universe, a highly popular franchise.
Visual Dictionary:
- Aligned with the release of the movie, a book was released as well, serving as an encyclopedia for the planet of Pandora, helping new fans understand the film better, and allowing old fans to relive the previous film.
Blue Carpet:
- Instead of using the iconic red carpet for the tour, the film had a blue carpet, keeping in theme with the colour scheme of the film.
Ocean Creature Contest:
- In collaboration with the Nature Conservancy, the marketing team of the film announced an online contest, in which contestants would create ocean creatures in the Virtual Pandoran Ocean. For every creature created, Disney would donate $5 to the company to help conserve ocean creatures in the real world.
Snapchat Lens:
- The film partnered with Snapchat to create a filter, allowing users to see what they would look like as a Na'vi, engaging social media loving audiences.