MCDONALD'S / PANDORAROVR

A solid movie tie-in is always an attractive branding prospect, so combining James Cameron's epic blockbuster Avatar (20th Century Fox) with 2009's accessible technology of choice, Augmented Reality, was a relatively easy move for McDonald's.

Avatar has just ploughed into the top five movies of all time, taking over $1bn in its first three weeks. Predictions are now speculating that, if it continues at this rate, it will overtake Cameron's previous chart-topper, Titanic. The film's 3D was shot via Cameron's patented Fusion Camera System (so brand spanking new that he had to wait for technology to catch up) and lends itself well to the out-of-screen experience that AR provides.

PANDORAROVR is the name given to the interactive experience created by AKQA and technology specialists Multiverse. The game challenges users to explore Pandora, the alien world where Avatar is set, exploring its rich imagery and checking out Flora and Fauna to collect objects. The experience was constructed using the movie's original CG models and so is every bit as beautifully constructed as the film's animations.

Released to coincide with the movie's launch, players can unlock exclusive content via a bespoke McDonald's microsite by completing all three levels.

Rei Inamoto, AKQA's chief creative officer explains: 'The PANDORAROVR is similar to an interactive prequel to the film; while users are exploring and cataloguing their discoveries, they're also piecing together a story that is truly unique to their own experience.'

www.mcdonalds.com/avatar