Viewers Taking it a Little Too Far

Viewers everywhere have fallen in love with James Cameron's new film, Avatar (2009) and to be honest, I don't blame them. Rarely does a film live up to its expectations after you've heard such hype about it. However, I will give Cameron a lot of credit, his movie is a truly a spectacle and a film you get completely involved in. I was captivated by the world of Pandora and the Na'vi characters.



However, Cameron's completely immersive spectacle may have been a little too real for some fans who say they have experienced depression and suicidal thoughts after seeing the film because they long to enjoy the beauty of the alien world Pandora.

A user named Mike wrote on the film's fan website Na'viblue that he contemplated suicide after seeing the movie.

"Ever since I went to see 'Avatar' I have been depressed. Watching the wonderful world of Pandora and all the Na'vi made me want to be one of them. I can't stop thinking about all the things that happened in the film and all of the tears and shivers I got from it," Mike posted. "I even contemplate suicide thinking that if I do it I will be rebirthed in a world similar to Pandora and the everything is the same as in 'Avatar.' "

This idea of fans taking a movie so seriously and to heart is nothing new. These days, the rule of fandom is anything worth doing, is worth overdoing, often to a terrifying degree. Just take a look at what's going on in 'Hometree', Wisconsin...

Can You Feel the Love?

I knew there was a reason I liked Starbucks for more than just their Gingerbread lattes (if you haven't tried it, I highly recommend it!)

For this holiday season Starbucks has announced they will be making a big push in social media, calling it "Starbucks 2.0" because they recognize that their customers want to get more involved.

"It's like we've taken the version 1.0 of last year and now we're really doing it at scale and going to a lot more places where our customers already are," said Chris Bruzzo, VP-brand, content and online at Starbucks. "People are saying this is going to be a big year for social media and we're a microcosm of that. Whereas last year it was a curiosity, this year it's a core part of the program."

The chain is continuing its partnership with Red, launched last Thanksgiving, and created a new partnership with Pandora by offering a free "All You Need Is Love" CD, with tracks from U2, John Legend and the Dave Matthews Band, when consumers spend $15.

What I find most interesting is that Starbucks has also found a faster and easier way for consumers to get involved, even if they're not yet comfortable in social media. For these less-comfortable folks, Starbucks created the "love drawing," at StarbucksLoveProject, for visitors to create a digital drawing using different paints and colors. For each of the first million drawings, Starbucks is donating 5 cents to Red.

The Starbucks initiative is a great example of how to create an entire integrated campaign around the web and include all types of target audiences.