'No Country For Old Men' is a bleak modern Western, directed by the Coen brothers and based on the Cormac McCarthy novel of the same name.
The film about a drug deal that goes wrong. It opens with a hunter, Llewelyn Moss, played by Josh Brolin, coming across some dead bodies, a stash of heroin and more than $2m in cash near the Rio Grande on the Texas border. He goes on the run, chased by the sociopathic killer Chigurh, played by Javier Bardem.
Xfm will run daily drivetime on-air promotions across its London, Manchester and Scotland stations, sending one of its street team, styled as Moss, out and about in each of the three cities (Xfm Scotland covers Glasgow and Edinburgh) holding a briefcase full of (fake) cash.
To win, listeners have to locate the man on the basis of clues given out throughout the day.
The activity will be complemented and supported by a significant online presence including webpage hotlinks to Paramount Pictures and 'No Country For Old Men' websites, webpage logos and banners.
The deal was conceived and negotiated by Gcap Media's Hannah Freeman and Mediaedge:cia's James Dennis and Ian Stevens.
Steve Hunt, head of media at Paramount Pictures, said: "Using Xfm for 'No Country For Old Men' allowed us to reach our target audience using a station that has great synergy with the edgy and quirky entertainment the Coen Brothers produce."
The film also stars Tommy Lee Jones as Sheriff Ed Tom Bell and British actress Kelly Macdonald as Moss's wife.
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