Microsoft Digital Advertising Solutions will rebrand the homepage on MSN as part of the campaign to back 'Transformers: The Movie', and allow Windows Messenger users to add the characters as friends.
The campaign is part of Paramount's push to engage the online community to drive ticket sales for the 'Transformers' film, which is due for UK release on July 27 and has already been a smash in the US.
Windows Live Messenger users, currently estimated at 14m worldwide, will be able to add "transformers agent" to their contacts list.
Developed by digital agency Inside C, the interactive tool will allow fans to quiz the "agent" and download video trailers. All online advertising will ask users to add "transformers agent" to their buddy list.
The MSN home page takeover will take place on July 20, when visitors will be greeted with a video trailer, inviting them to choose one of four different Transformers backgrounds based on the characters Optimus Prime, Bumblebee, Blackout and Barricade.
The campaign will also include in-game advertising on Xbox 360 and PC games, developed by digital agency Massive. Display advertising will run across outdoor and video advertising spaces within appropriate games.
Karl Knights, agency sales manager with Microsoft, said: "The combination of interactive elements throughout the campaign engages audiences and exploits the increasing demand for video from today's web users."
Stephen Hunt, head of media at Paramount, said: "We were very impressed with the breadth and reach of Microsoft Digital Advertising Solutions proposition which really harnesses the power of digital. The medium gives users a more complete and interactive experience."
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