‘Avatar: The Way Of Water’s $170M+ Promotional Push Led By Mercedes-Benz & More Rides First Wave Of Sequels

EXCLUSIVE: support of $441.6 million World opening of Avatar: the way of water last weekend – the 11th best ever – was an affiliate campaign put together by Disney; a series that reflects the eco-friendly and technologically advanced sensibilities of the James Cameron-directed epic.

All in all, the value of the media advertisers pay for here is appreciated $170 million+ A number that exceeds Marvel Studios’ $100 million ad campaigns, according to sources Black Panther: Wakanda Forever and eternalbut lower than last year Spider-Man: No Way Home which generated more than $220 million in media value from its advertising partners. Of course, this does not include Disney’s direct marketing spend on trailers or TV/digital advertising.

Unlike other Tentpole advertising partner campaigns, the film team is behind it avatar 2, Read director James Cameron and producer Jon Landau were very involved. And while it’s a shorter list of advertisers than we’d find with a Marvel campaign, the brands involved in the sequel had big ad spend (more than your average tentpole) and put together a ton of demos. While the sequel was greenlit by Rupert Murdoch in the earlier Fox era, all the advertisers here were set up by Disney.

Lylle Breier, SVP of Global Marketing Partnerships at Walt Disney Studios, said, “We had a program that was unique, bold, innovative and right for the audience avatar ethos.”

The campaign is rejected Mercedes Benza collaboration that began with the film in 2020 when Disney, avatar Manufacturer Lightstorm and the German automaker presented the Vision AVTR concept vehicle at the CES in Las Vegas.

Inspired by the film, the Vision AVTR is said to have zero emissions and is powered by organic battery technology with fast charging capabilities. The car’s efficiency is advertised inside and out with durable materials and intuitive biometric controls. The vehicle recently made its appearance at the Hollywood premiere of the sequel.

In addition to dealer activations, the Mercedes-Benz marketing campaign also includes a TV spot with the slogan “The Earth is our Pandora”. While an automaker is typically the lead advertising partner in a tentpole campaign, the jewel around which all partners revolve, they can often have a buy-in in the millions. As far as I know, Mercedes-Benz’s commitment is in the tens of millions for a reach in North America, Europe, Latin America and Asia.

To cling to the campaign’s tech-savvy conceit, LG served up an ultra-high definition anamorphic 3D billboard in Times Square featuring scenes from Pandora, which was shown during Thanksgiving and will be on display until the end of December.

Amazon Echo was also involved in pit stomping avatar: the way of water, This was the first time Alexa’s interactions appeared in a film. Users had the option to unlock the movie by saying “Alexa, turn on, avatar Theme” which activated images and sounds from the picture synchronized with timers, alarms and the weather. In addition, the score of the sequel by Simon Franglen was also accessible.

There was also a big marketing push for the sequel Singapore Jewel Changi Airport in Terminal 3, a crossroads in Asia for luxury travelers. It included a life-size photo op with figures of Jake and Neytiri, and a light and sound show inspired by the film. There was also a media launch event with a live band performance avatar‘s iconic score for the Marui capsule. Asia Pacific brought in $147.3 million away from the wateris nearly $442 million in its worldwide opening weekend, or 33%. Watch the video below:

Making a big push in China was obviously crucial for Avatar: the way of water. The first film grossed nearly $262 million on its initial releases in the PRC, ushering in the exhibition Imax era there, and the second title was one of the few Hollywood tentpoles to reach the country as China overboarded several Hollywood tentpoles threw. China was the best offshore territory debut for avatar 2 last weekend with a $57.1 million start, amazing given the Covid progress the sequel faced. It was the first non-local release in the PRC since then Minions: Rise of Gru which opened to $11.5 million and finished on $34.7 million.

partners included JD, the largest online retailer covering 99% of the Chinese market, which also had its own TV commercial. The e-commerce company has half a billion daily active users. JD has also activated billboards in its malls, city flagship stores and LED screens nationwide.

AlipayPart of Alibaba’s network, which includes Tmall (e-commerce) and TaoPiao (online ticketing), via a customized location, it encouraged Chinese moviegoers to use eco-friendly transportation to get there. razor was also a partner in the PRC with the launch of its Yaqi Orochi V2 Avatar computer mouse.

To capture the interest of Gen Z audiences and engage a multicultural audience Avatar: the way of waterDisney along with NYX by L’Oréal Professional makeup with a campaign in North America, Latin America, Asia Pacific, Europe, Middle East and Africa (EMEA). Inspired by the world of Pandora, NYX presented a series of bioluminescent shades, light-catching pigments, all with a wild sense of design. A series of artistic content, an influencer program and QR code activation with custom content digitally amplified the products for consumers, while ULTA activations at all US locations, physical stores, storefronts and store activations physically displayed the products. NYX also supported Disney and Avatar’s global campaign “Keep Our Oceans Amazing” in support of The Nature Conservancy for the protection of marine life. diversity demonstrations across the United States last weekend for avatar 2 was 33% white, 27% Latino and Hispanic, 17% black, 15% Asian, and 8% other.

“Family plays a big role in this Avatar: the way of water‘ said Brewer. As such, Disney has partnered with by Kellogg including their first promotional collaboration for his morning star and Kashi brand. In total there were 53 million avatarThemed packs for the three labels, including a special range of Pandora flakes and a Kashi bar. In-store displays in Wal-Mart and Kroger supermarkets provided additional support for the cereal brand. Disney reported that families arrived with a 17% share of the domestic box office Avatar: Away from the water last weekend it was more than Thor: Love and Thunder and Doctor Strange in the multiverse of madness.

Watch the TV spot below:

That avatar 2 Expanded cereal campaign overseas with Cereal Partners Worldwide in Asia Pacific, Latin America and EMEA with a focus on Nestlé cereal. There were nearly 19 million items on shelves worldwide with special themed prices, including movie ticket deals.

Mobile partners abroad included Motorola in Latin America and Deutsche Telekom in EMEA. There were store activations in Moto Stores that encouraged customers to scan QR codes to gain access avatar-inspired experiences. Motorola was also sponsored avatarThemed mall events, custom car trailers and an old phone recycling program.

Deutsche Telekom had media placements in Europe offering movie ticket deals for customers of their loyalty program, as well as a social media push for the photo.

Breier says about the Avatar: the way of water Advertising boost: “Our partners fit into something avatar it’s about: sustainability, innovation and family.”