Social Media Campaign: Avatar Movie

Image from http://www.avatarmovie.com/.

Project Name and URL:
Avatar Movie (http://www.avatarmovie.com/).
Facebook
MySpace
MTV
Twitter
UStream

Location & Creator/Author/Organisation:
Directed by James Cameron.

Media and how it is used:
Blogs posts are frequently updated with 'photo journals' across major social media tools on Facebook, Twitter, and MySpace.

Interactive trailer
An interactive AdobeAir Application is used to design a sophisticated trailer which pulls together Avatar's Flickr, YouTube and Twitter feeds as well as character profiles in between briefs movie stills through the movie progressively. Image from http://www.avatarmovie.com/air/

They also had MTV and Facebook to host a Webcast called 'Avatar Live' between the lead actors Sam Worthington and Zoe Saldana with director James Cameron on the 3rd of December.

Lastly the premiere of the movie was broadcast live via UStream.

Points reflecting on its success:
The interaction between the movie production team and audience/ fans generated a massive buzz for the film leading up to it's premiere successfully by tying in different social media outlet streams online giving the fans extras. On the Official Avatar Facebook page it has accumulated over 650,000 fans and grossed $77 million over its opening weekend with the initial release of IMAX 3-D in a limited number of cinemas. It is also the highest grossing movie of all time with an enormous $2 billion as well as record breaking advance screening sold online at Fandango.

Points of possible transfer to the Newcastle context:
Possibly creating an interactive webpage documenting progress of the Renew Newcastle stores which tie in other social media outlets as a whole with regular updates and mappings on Google Maps to track current events/ projects involved.