Marketers and tech-geeks alike have been buzzing about the potential of augmented reality, but the emerging technology has yet to make big cultural splash. All of that could change very soon thanks to an integrated campaign to promote Twentieth Century Fox's film "Avatar."
Coke Zero and McDonald's will both utilize augmented reality in partner campaigns promoting "Avatar," Ad Age reports. Coke Zero's foray will be the biggest so far for a mainstream advertiser. Coke will manage the website AVTR.com, where consumers can utilize AR-enabled Coke packaging -- including cans, bags, bottles, and popcorn bags.
McDonald's will launch a similar campaign that takes consumers to an "Avatar"-themed website, part of the eatery's McWorld virtual world.
But will a huge assist from two of the biggest brands in the U.S. be enough to make augmented reality more than a techie fad? Not even the advertisers themselves are entirely sure. "We're all going to experiment now, but [eventually] we're going to want to see some results," said Chip York, Coca-Cola's worldwide entertainment marketing director.