From the UK, an example of “bot marketing”, an emerging way of targeting MSN’s instant messaging users, interacting with them through the IM itself. The Transformers action kicked-off last week, with the creation of a “bot” (sort of an intelligent avatar to be added to your IM contact list – email@example.com) that allows users to view trailers, side either “protect” or “destroy” and refer friends in return for exclusive Transformers images. The bot uses the Windows Live Messenger Activity Window creating an interactive experience using Flash. The campaign, developed by InsideC, targets the audience who watched the cartoon in the 80s (25-35) and the younger generation (12-25) who are excited about the story line and special effects. The purpose of the bot is to increase awareness of the movie and reach new users via the viral referral program. IM campaign is of course supported by online and offline banners which are asking users to add the bot to their contact list.
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