Twentieth Century Fox Home Entertainment LLC is running a mobile campaign featuring 2D bar codes at Best Buy and Kmart stores to promote the release of Avatar on Blu-ray disc and DVD.

The film studio partnered with Jagtag for the mobile multimedia CRM campaign, which is available to both smartphone and standard phone users in the United States. The in-store program leverages Jagtag?s 2D mobile bar codes 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.

?The mobile network we have opened with Jagtag permits endless ways for us to engage with fans,? said Mary Daily, executive vice president of marketing at Twentieth Century Fox Home Entertainment, Los Angeles. ?We wanted to create a new conduit to reach them with the launch of Avatar on Blu-ray and DVD.

?Our partnership with Jagtag enables us to share video clips, news, images and more as part of an ongoing conversation with fans,? she said. ?This is the first time we?re leveraging a mobile multimedia CRM campaign that reaches both smartphone and standard phone users in the U.S. market.?

Twentieth Century Fox Home Entertainment is a subsidiary of Twentieth Century Fox Film Corp., a News Corp. company.

The Jagtag 2D bar code system delivers multimedia content such as video, coupons, images, music and text to both smartphones and standard phones via MMS, without requiring the consumer to download an application prior to use.

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

Mobile content distribution via 2D bar codes
Every shopper with a camera phone 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 nationwide to receive clips from the film.

Consumers can opt-in to receive ongoing Avatar content and special offers throughout the year.

Here is a screengrab of the MMS consumers receive after they text in:

?We incorporated Jagtag?s 2D mobile bar codes in point-of-sale promotions at Best Buy and Kmart stores nationwide where fans could receive clips from the movie on their mobile devices or opt-in for ongoing multimedia mobile content as part of our broader CRM strategy,? Ms. Daily said.

?The campaign has been very successful with thousands of fans engaging with the Jagtags daily, and more than 21 percent of those opting-in for ongoing mobile communications with Twentieth Century Fox Home Entertainment about Avatar,? she said.

This latest mobile program extends Fox Home Entertainment?s broader efforts to deliver mobile content to Avatar fans.

?We?re now able to communicate with our fans throughout the year and offer additional value as there are noteworthy developments,? Ms. Daily said. ?We are witnessing just the tip of the iceberg of marketing integration over multiple platforms that brings interactivity via an ongoing dialog.

?Mobile is a tool that allows us to leverage social networking capabilities to extend the reach of our campaigns and, more importantly, connect with our consumers,? she said.

?Fans are ready to engage with their favorite films on their mobile phones, whether that means viewing a video clip or receiving a special offer.?

The Avatar campaign is an in-store program and consumers are already at the point-of-sale where they can buy the film on DVD and Blu-ray disc or engage with the Jagtags.

Ms. Daily said that with this new campaign, Fox Home Entertainment can connect with consumers in-store in a new way, while extending the opportunities for engagement through an exciting opt-in mobile update program.

Ms. Daily said Fox Home Entertainment wanted a mobile partner like Jagtag that could provide multimedia content to a mass audience, both smartphone and standard phones, with ease of execution.

?Fox is making it easy for Avatar fans to access engaging mobile content and providing a user-friendly experience,? said Dudley Fitzpatrick, founder and chief innovation officer of Jagtag, New York. ?Our mobile CRM programs are a fantastic way for brands to share multimedia with customers whenever they have valuable information or content.

?Jagtag mobile CRM is one of the most valuable media channels available and a compelling form of social media because the consumer is telling the brand that they can be reached at any time and receive content on their cell phone,? he said. ?Jagtag offers a powerful tool for entertainment marketers that want to deliver multimedia content, rather than just text messages, to 90 percent of mobile users in the U.S. market.

?Now brands can be guaranteed they are providing consumers with something that is engaging, compelling and of great value.?