Metro leads cross-media partnership for Men In Black 3

Men In Black 3: Metro leads multi-platform competition campaign around new film
Men In Black 3: Metro leads multi-platform competition campaign around new film

Metro, Spotify, Absolute Radio and Shortlist have partnered up for a competition campaign to generate buzz about Sony Pictures' 'Men In Black 3' film.

Launching today (17 May), the multi-platform gamified proposition runs until the film's release on 25 May.

Readers and listeners will be tasked with completing four missions.

This interactive mechanic challenges people to uncover an alien on each of the partners' websites, spurring them on with hints and tips on how to succeed.

Each partner will have an alien-related prize up for grabs; a holiday for two to New York, Roswell, New Mexico, Orlando, Florida or Cape Canaveral, Florida. 

Those who complete all four missions will be entered into a fifth prize draw to win a Sony Home Entertainment System.   

The interactive microsite was developed in collaboration with Sony Pictures digital marketing agency Spinnaker, who will also show the trailer and feature links to allow users to book cinema tickets.

The campaign is running as a collaboration, with a coherent campaign creative style throughout which also fits into the house look and brand of all four media owners. Players can also access the game via mobiles and tablets.

Grant Woodthorpe, executive director, sales and commercial development, for Metro, said: "We're delighted to be the lead collaborator on this exciting and innovative campaign. Working with Sony and the other partners, Absolute, Spotify and ShortList, is a fantastic way to build an audience for this long-awaited return of 'Men In Black' and we think fans, old and new, will love the challenges and prizes on offer."

Peter Taylor, managing director at Sony Pictures Releasing UK, said: "We were keen to welcome the return of 'Agent J' and 'Agent K' with an exciting promotion that delivered an engaging experience, whilst communicating the core themes of the MIB universe to a new generation of cinema goers."

Follow Nick Batten on Twitter @NickBatten2

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