Paramount has linked up with Microsoft to launch what is claimed to be the biggest digital ad campaign by a Hollywood studio in the UK to promote a film remake of 80s kids TV show Transformers.
A video-led, digital-heavy campaign has been used to promote the film among young people, who are a major target for the summer blockbuster.
The campaign, which launched yesterday, will run across Microsoft's entire portfolio of digital products including the MSN homepage, the Massive in-game ad network on PC and Xbox 360, and the Windows Live instant messenger system.
"We believe digital is one of the most important marketing channels for this film and have invested a significant proportion of the budget with MSN," said the Paramount head of media, Stephen Hunt.
Paramount and Microsoft's campaign includes what are claimed to be a number of digital firsts, including, on July 20, a Transformers "takeover" of the MSN homepage.
The takeover will feature a trailer for the film and allow users to customise the homepage, choosing from four different Transformers backgrounds.
These backgrounds are based on characters Optimus Prime, Bumblebee, Blackout and Barricade, and MSN users can theme their page to "protect" or "destroy" in line with the battle between the Autobots and the Decepticons.
A Transformers agent has also been developed that can be added as a contact within Windows Live Messenger.
Developed by digital agency Inside C, the agent then chats with the consumer and allows them to download trailers for the film and share them with friends.
"Paramount's investment in its digital campaign reflects the increasing trend in online playing a significant role in generating awareness of new blockbuster movies," said Microsoft agency sales manager Karl Knights.
The digital media strategy was developed for Paramount by Zenith Optimedia as part of the campaign for the film, which launches in the UK on Friday the July 27.
This is the second time the Transformers TV cartoon series has been turned into a theatrical film. The original 1986 movie featured the voice of Orson Welles.
· To contact the MediaGuardian newsdesk email editor@mediatheguardian.com or phone 020 7239 9857. For all other inquiries please call the main Guardian switchboard on 020 7278 2332.
· If you are writing a comment for publication, please mark clearly "for publication".
