Avatar State has officially taken over the world.
Fans across the globe have embraced Avatar: The Last Airbender, leading to a two-season renewal. The live-action reimagining of the beloved animated series follows Aang, the young Avatar, as he learns to master the four elements (Water, Earth, Fire, Air) to restore balance to a world threatened by the terrifying Fire Nation.
Since the show’s Netflix debut on February 22, Avatar: The Last Airbender has reigned as the top English TV show with 41.1M views in just the first 11 days. The series ranked No. 1 in 76 countries and in the top 10 in 92.
Leading up to the series premiere, we harnessed all four elements to heighten excitement with fans old and new.
EARTH
We kicked things off at our Tudum: A Global Fan Event celebration in Brazil in June 2023, where fans went wild for the first looks and first tease of the show. The official teaser debuted during Geeked Week 2023 followed by the full trailer debut in January. Overall, Avatar: The Last Airbender has amassed 2.2B global campaign views on Netflix platforms to date.
Leading up to the series debut, we hosted the US world premiere at the Egyptian in Los Angeles followed by activations in Brazil, Canada, Germany, Malaysia, Mexico, the Netherlands, the Philippines, and Thailand to celebrate with fans in person.
AIR
Fans showed off their airbending skills on TikTok, like this very enthusiastic AccuWeather meteorologist who used his magic to manipulate weather patterns.
Overall, the series has seen outsized success on the platform, where user-generated content drew 1B impressions on the #AvatarTheLastAirbender hashtag on TikTok in the first week of release.
On YouTube, Filipino actress and comedian Melai Cantiveros took to the sky for a custom promotional spot for the fictional Appa Air — complete with unlimited cabbages and Aang’s iconic airball. The spot even elicited a response from the “benders” of Philippine Airlines.
FIRE
Self-proclaimed Avatar: The Last Airbender superfan (and 23-time Grand Slam winner) Serena Williams served the heat, literally, in a special promo to show fans how to get into Avatar State.
And Serena wasn’t the only one. Dutch speed skater Jutta Leerdam, Olympic skater Sky Brown, NFL players Jermain Johnson and DeMarcus Lawrence, former US women’s soccer player Carli Lloyd, Olympic gymnast Kaitlyn Ohashi, NBA players Karl-Anthony Towns and the Milwaukee Bucks, and the University of Alabama football team also donned the iconic blue arrow. Fans can now get in on the action thanks to a custom filter available on Instagram, Snapchat and TikTok.
WATER
We channeled the power of water for a special Avatar: The Last Airbender takeover at Sphere on the night of premiere. The video of the display, which shows Aang finally breaking free after 100 years trapped in ice, was also shared on X with fans across the globe
With two more seasons officially on the horizon, Avatar State is just heating up.
(Source: Netflix)
