Coke Zero hopes to ride ‘Avatar' hype

By Joe Guy Collier

The Atlanta Journal-Constitution

“Avatar,” James Cameron’s latest big-budget movie, won’t be widely released until Dec. 18, but Coca-Cola Co. has already spent months pushing a grassroots effort to connect its Coke Zero brand to the film.

Atlanta-based Coca-Cola launched a companion Web site, AVTR.com, last summer. It’s since been building out details on the stories behind the characters and fictional world created in “Avatar.”

It recently started rolling out 140 million cans and 30 million fridge-pack containers in the United States that interact with the Web site to create a 3D image.

“Avatar,” which will be tied to Coke Zero in more than 30 countries, is the second global movie marketing deal for Coca-Cola in as many years. Coke Zero also had a sponsorship deal with “Quantum of Solace,” the last James Bond movie released.

Coca-Cola decided to partner with “Avatar” because, much like “Quantum of Solace,” it should do well with Coke Zero’s target customers, 18- to 24-year-old males, said Chip York, Coca-Cola’s director of worldwide entertainment marketing.

“Our Coke Zero drinkers go to the movies all of the time,” York said. “It’s a huge passion for them. We thought it was a great brand for us to dip our toe back into the movie tie-ins.”

“Avatar," a Twentieth Century Fox production, is one of the most-anticipated releases of the year. The story revolves around a wounded ex-Marine who becomes involved in a conflict on the planet Pandora.

The movie, which will be shown in both conventional and 3D formats, uses cutting-edge animation technology and reportedly cost more than $230 million to produce. Coca-Cola did not disclose how much it spent for the sponsorship rights.

Movie sponsorship deals can be an effective way for brands to reach consumers, said Dean DeBiase, chairman of Reboot Partners, a group that advises companies on management and marketing issues. It’s hard for other forms of advertisement to match movies in terms of engagement, he said.

“It provides an opportunity for being topical, for being relevant in a very unique setting that traditional advertising can’t provide,” DeBiase said. “Top movies generate interest, buzz and news and a brand can gain shared equity from this association, often before, during and after the movie release windows.”

The buzz will be diminished if the movie flops, but brands usually aren’t damaged by a poor box-office flop, he said.

“Should the film prove to be a box office success, then there is a lengthened period of time for the brand to receive return on their investment beyond in-theater presence, including joint in-store and online promotion as well as social media buzz” DeBiase said. “If the film fails, that return is hampered, but consumers don’t tend to associate the failure with the brand.”

York, who’s seen parts of the film, said Coca-Cola is excited about the release but realizes movie deals have risks.

"We tailor our programs to really build on the hype before the movie comes out,” York said. “If the film is a box office smash, then we’ll ride the wave with it.”

Don’t look for Coca-Cola in the movie, though. A product placement didn’t make sense, York said.

Coca-Cola tries to fit products where they would naturally occur, and it was hard to figure out the right place or package for a movie set 100 years in the future, he said.

Coca-Cola will have special cups and popcorn bags at theaters, York said. It also has a TV commercial, cinema spot and displays for retail outlets, such as Wal-Mart and Kroger, he said.

Digital elements, though, represent the largest part of its efforts, York said. Using a Web cam and special software, Coke’s AVTR.com site can create a 3D image of the helicopters featured in the movie. It also has a fictional reporter providing blogs from Pandora.

Coca-Cola worked with the studio and filmmakers to build a story around the movie’s plot, York said. The goal was to engage consumers in an entertaining way, he said.

“By going to AVTR.com, once they go to the film, they’re going to already understand the world of Pandora and Avatar,” York said. “It’s only going to enhance the experience they have with the property and film.”