Ice Age 3 gets instant messenger campaign

The campaign, created by digital agency Red Box New Media, involves a Windows Live Messenger Personal Expression campaign which will run in over 25 countries worldwide across Europe, Middle East and Latin America, and feature full screen animated winks, animated dynamic display pictures that automatically change according to consumers’ mood or conversation and fun animated emoticons.

Consumers can download the Personal Expression from within any Windows Live Messenger conversation window.

As part of the global campaign, Red Box New Media have created rich media ads to promote the Personal Expressions across the MSN portals and within the Windows Live Messenger application buddy list.

A unique set of ten animated emoticons have been produced and will be used in a co-promotion for the launch of the movie and Windows Live Messenger 9.

A unique set of eight animated devils for ICQ users in Germany were also produced, featuring all the characters from the film and provided for users to download their ICQ profile picture for free within the ICQ messenger application.

Red Box New Media have been given exclusive footage to work into their creatives that will not be used in any other promotional material.

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 have 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."

Red Box New Media, whose clients include Microsoft, Orange and Sony Ericsson, have worked with Twentieth Century Fox International on a number of productions including Ice Age 2, Night At The Museum 2 and X-Men Origins: Wolverine.