Twentieth Century Fox Home Entertainment Partners With JAGTAG for Mobile Program Around the AVATAR Blu-ray and DVD Launch

Mobile Multimedia In-Store Campaign at Best Buy and Kmart Offers AVATAR Fans a Chance to Receive Clips from AVATAR on their Mobile Devices

Jun 07, 2010, 09:00 ET from JAGTAG

NEW YORK, June 7 /PRNewswire/ -- Twentieth Century Fox Home Entertainment and JAGTAG announced a groundbreaking mobile campaign for the release of AVATAR on Blu-ray disc and DVD. This is the first mobile multimedia CRM campaign from a film studio available to both smartphone and standard phone users in the United States. The in-store program leverages JAGTAG's 2D mobile barcodes in promotions at Best Buy and Kmart locations to offer AVATAR fans clips from the film immediately and the chance to opt-in for ongoing multimedia mobile content.

Every shopper with a cameraphone can snap a photo of the AVATAR-branded JAGTAG featured in the Best Buy Insider magazine or at the point of sale in both Best Buy and Kmart locations nationally. Consumers can opt-in to receive ongoing AVATAR content throughout the year. To date, the campaign has achieved thousands of engagements daily, with over 21 percent of users opting-in for ongoing communication with Twentieth Century Fox Home Entertainment about AVATAR. This latest mobile program extends Fox Home Entertainment's broader efforts to deliver exciting content to AVATAR fans.

"With this new campaign, we are able to connect with consumers in-store in a new way, while extending the opportunities for engagement through an exciting opt-in mobile update program," said Mary Daily, Executive Vice President, Marketing Fox Home Entertainment. "We wanted a mobile partner like JAGTAG that could provide multimedia content to a mass audience, both smartphone and standard phones, with ease of execution."

JAGTAG's technology works instantly on all wireless carriers and camera phones in the U.S. market, without requiring consumers to download an application.  

"Fox Home Entertainment has been at the forefront of entertainment mobile marketing, constantly innovating to engage film audiences and AVATAR is no exception," said Ken Graffeo business development executive at JAGTAG. "JAGTAG's ability to deliver engaging multimedia content to more than 90 percent of mobile phone users in the United States makes us a powerful partner for entertainment marketers. This is a major breakthrough in mobile CRM because consumers can easily opt-in to receive AVATAR multimedia without having to input any contact information and JAGTAG works instantly on all smartphones and feature phones with a camera."

Previously, JAGTAG and Fox Home Entertainment have worked on a campaign for the X-Men Origins: Wolverine Blu-ray disc and DVD launch.


Unlike other 2D barcode systems, JAGTAG delivers multimedia to both smart phones and standard phones, without requiring the consumer to download an application prior to use. As a result, JAGTAG can share video, images, music and text with three times more mobile consumers than mobile web dependent media. Anywhere a mobile consumer encounters a JAGTAG, they can use their phone to request and immediately receive multimedia content - video, audio, pictures, coupons and text - sent to their phone. To learn more, visit

About Twentieth Century Fox Home Entertainment

Twentieth Century Fox Home Entertainment, LLC (TCFHE) is a recognized global industry leader and a subsidiary of Twentieth Century Fox Film Corporation, a News Corporation company. Representing 75 years of innovative and award-winning filmmaking from Twentieth Century Fox, TCFHE is the worldwide marketing, sales and distribution company for all Fox film and television programming, acquisitions and original productions on DVD, Blu-ray Disc Digital Copy, Video On Demand and Digital Download. The company also releases all products globally for MGM Home Entertainment. Each year TCFHE introduces hundreds of new and newly enhanced products, which it services to retail outlets from mass merchants and warehouse clubs to specialty stores and e-commerce throughout the world.

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Julie Nicholson

Weber Shandwick for JAGTAG