Microsoft in deal with Paramount to push The Love Guru

by Staff, Brand Republic 30-Jul-08, 11:25

LONDON - Microsoft Advertising has signed an exclusive deal with Paramount Pictures to drive awareness for the new Mike Myers movie, 'The Love Guru', on Windows Live Messenger.

The deal, brokered by MEC:Interaction, will allow Windows Live Messenger users to speak to Guru Pitka when they add TheLoveGuruPitka@hotmail.co.uk to their buddy list.

They will also be able to play the Love Match Game, watch the latest trailers and be baptised with their new Love Guru name.

The Messenger bot will be promoted across the MSN portal and run for six weeks, targeting 15- to 34-year-old cinema-goers ahead of the film's theatrical release.

Mark Brennan, digital Account manager at MEC:Interaction, said: "We wanted to bring the latest Mike Myers character to life and so the MSN buddy feature was the ideal solution.

"The subject matter of the film meant interactivity was key, with advice from the Guru being an opportunity to engage our target audience, either in or out of love."