MSN signs up Fox for messenger ad packs

By James Murphy, Media Asia, 15 July 2005, 09:27AM

Microsoft’s MSN and Twentieth Century Fox have rolled out an interactive campaign to promote the movie studio’s summer blockbuster, Fantastic Four.

MSN has created special digital 'theme packs' featuring the film's characters -- Mr Fantastic, Invisible Woman, Human Torch and The Thing -- for its instant messaging service, Messenger. The packs are available with the latest version of the communications platform, version 7.0.

Offering consumers a chance to interact with aspects of the movie, Fox claimed it has become the first advertiser to use MSN Messenger in Asia-Pacific.

"The characters of the movies become part of (consumers') daily interface, it doesn't really appear to them as advertising," said Sally Ip, MSN's trade marketing manager Asia-Pacific. Through the integrated interface, users will be able to interact emotionally and expressively, she added.

The advertising theme packs include customised emoticons, interchangeable backgrounds and display pictures of the movie's stars. It also includes online 'winks', which can be sent during instant messaging conversations. Users will also be able to share the digital material with their friends.

Ip said the campaign was a perfect fit for Fox, but added it also reflected MSN's positioning. "The whole concept is really integrating with MSN Messenger's positioning. We want it to be a more expressive environment for users to talk to their friends and families, and then there are means for them to personalise this interface," she said.

Fantastic Four launched in Singapore on July 4, opening in the Philippines, Taiwan, Thailand and India days later. It will open in the remaining Asia-Pacific markets over the next month.

Ip said with 24 million customers throughout the region, MSN Messenger was the perfect vehicle for companies seeking to reach a wide audience of typically 15 to 39 year-olds.

"Advertisers are forever on the lookout for new ways to communicate and interact with their end-users," said Ip. "It's not just a display, consumers can download it. It interacts with them, they can share it with friends, we see it as having huge potential."

The tie-up marks the fifth time that Fox has teamed up with MSN following collaborations on The day after tomorrow and I Robot.

This article was first published on Media Asia