Fox launches online campaign to promote Ice Age 3

by Jacquie Bowser, Brand Republic 18-Jun-09, 11:00

LONDON - Twentieth Century Fox International has launched a global online ad and viral campaign for the launch of 'Ice Age 3: Dawn of the Dinosaurs' featuring animated personal expressions on Windows Live Messenger.

The animated movie, which is out on July 1, follows the success of 'Ice Age' and 'Ice Age: The Meltdown'.

As part of the campaign, created by digital agency Red Box New Media, users in over 25 countries worldwide will be able to download animated personal expressions within the Windows Live Messenger service.

Users can access full screen animated winks, animated display pictures that automatically change according to their mood or conversations, and 10 animated emoticons.

Red Box New Media has also created rich media ads to promote the personal expressions across the MSN portals and within the Windows Live Messenger application.

The 10 animated emoticons will be used in a co-promotion for the launch of the movie and Windows Live Messenger 9.

Adam Jennings, creative director at Red Box New Media, said: "Fox are using a comprehensive online campaign across different territories for the global launch of 'Ice Age 3: Dawn of the Dinosaurs'.

"Red Box New Media has developed a campaign that fits with the emotion of consumers to generate excitement about the movie within messenger communities by providing fun, enjoyable and free contact for users to interact with."