"Avatar" marketing leads the way on augmented reality

11/20/2009 | Advertising Age (tiered subscription model)

Twentieth Century Fox and brands including McDonald's and Coke Zero are testing augmented reality to market the 3-D live-action movie "Avatar." The marketing partnerships will expand on the story line, in which the main character is an injured war veteran who takes part in an AR-inspired program, and allow users to feel as though they are part of the action.

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Advertising Age (tiered subscription model)

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