Avatar AR With Coke Zero

The release of James Cameron’s movie Avatar is approaching rapidly. As part of the publicity drive 20th Century Fox has launched AVTR.com, a special movie tie-in site.

The AVTR site has been created in conjunction with Coca-Cola and will include an augmented reality (AR) experience. Some 140 million special cans of Coke Zero in the US will have Avatar branding. These cans will trigger an AR “experience” that allows the user to control a 3D representation of a Samson helicopter.

Full marks to Coke for effort, however it’s probably a sign of how rapidly AR has progressed that my reaction to watching the TV commercial was “so what?”. Hopefully when the movie launches the AR experience will be rather more than just moving around a single 3D model.