Targeted at 15- to 40-year old consumers, the digital initiative consists of an event page on MSN Taiwan and Messenger, introducing different characters featured in the movie, based on the tagline, ‘Their war. Our world. Are you in, or are you out?’. Consumers are invited to hunt for the actual mission information, across MSN’s content channels.
Users are asked to select a good or evil transformer, and then according to the mission message, seek the answers on MSN. They are provided with a weapon, with which they can double-click to attack their targets, and, ultimately, whoever destroys the most targets during the campaign period will be eligible for prizes.
“We have built a command centre in the MSN movie section, and the interactive elements drive consumers to the mission. Broadly, what we want to do is drive traffic to theatres,” said Johnny Chen, manager, interactive, OMD Taiwan.
The campaign will run until early July.
