The digital campaign comprises an official featuring a viral which offers the winner merchandise from the film and downloads, desktop wallpapers and a screensaver.
The site is being promoted across Contender and targeted movie sites by rich-media ads developed for . is hosting and distributing the movie trailer across its network and partner sites.
The film stars Tony Jaa, who was born in Bangkok, Thailand, and shows the actor fighting against everything he believes in to retrieve a stolen Buddah statue that holds the secret to his home village's future.
The actor studied Muay Thai, a form of boxing that uses arms and legs, for four years to prepare for his role in 'Ong-Bak'. Jaa is currently working on his new film 'Tom Yum Goong', to be released worldwide in August.
The promotion also consists of two targeted email campaigns including a video email to the Hong Kong Legends and Premier Asia's fan databases giving subscribers information about the site, the movie, Tony Jaa and cinema updates with details of Jaa's planned trip to London and online competitions.
Debbie Rowland, senior product manager of TV and film at Contender, said: "With the recent massive success of Asian cinema releases such as 'Hero' and 'House of Flying Daggers', we were keen to push 'Ong-Bak' as more than a standard martial arts movie.
"It was crucial that the site, and off- and online marketing activities reflected our mass market campaign. Egovision delivered a site that has high impact and complements the poster, Tube, TV and bus campaigns."
Egovision is attempting to drive traffic to the site by featuring the URL on posters, the movie traikers and other online promotions.
WebtraffiQ is monitoring the performance and success of the website and how it interacts with the 'Ong-Bak' website and viral game.
'Ong-Bak' opens in UK cinemas today, Friday May 13.
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