Ahead of its global release on 16 December 2022, James Cameron’s Avatar: The Way of Water has partnered with Alipay Ant Forest | Fantastic Ocean, an interactive mini-programme within the Alipay app to launch a social good campaign in China that encourages the public to learn more about marine ecosystems and conservation.
On 10 December, Alipay Ant Forest | Fantastic Ocean will release a “Virtual Pandora Ocean” in the mini-programme, which users will be able to gradually unlock by completing interactive learning challenges, receiving rewards such as virtual badges of the four marine creatures from the movie, and a virtual title of “Pandora Ocean Protector”.
MARKETING-INTERACTIVE has reached out to Ant Group for further information.
Launched in 2016 and primarily funded by Ant Group, Alipay Ant Forest is a green initiative that encourages public participation in environmental conservation in China. On 8 June 2022, World Oceans Day, Alipay Ant Forest introduced an interactive mini-programme called Fantastic Ocean to provide users an option to participate in marine conservation, in addition to contributing to land-based conservation programmes.
Recently, Disney and Avatar have also launched a global “Keep Our Oceans Amazing” campaign to raise awareness of the challenges facing oceans and marine life. The campaign will support The Nature Conservancy (TNC) and its work to protect 10 animals and their habitats. As part of the campaign, fans are invited to participate in celebratory experiences and products.
One of the experiences, called the Virtual Pandoran Ocean, transports fans to the wonders of the reef. Through this unique digital activation, fans can help Disney and Avatar “Keep Our Oceans Amazing” until 31 December 2022, by creating their very own Avatar-inspired ocean creature. For every creature created in the Virtual Pandoran Ocean, Disney will give US$5 to TNC, up to $US1 million, to help the organisation achieve its goal of protecting 10% of the ocean by 2030.
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