Angels and Demons Path of Illumination Contest

In order to generate buzz around the launch of the upcoming release of the movie ‘Angels and Demons’, the much awaited follow up of the massively successful ‘The Da Vinci Code’, an ad campaign on MSN Movies is truly embracing the feel of the picture to engage its audience. For all who are unfamiliar with the Movie here is the latest trailer which also outlines the contest.




The campaign entitled the ‘Path of Illumination Contest’ is a worldwide competition which has been running since January 30th 2009, and will continue up to the closing date of March 13 2009, and consists of two rounds which will really challenge users to find their inner Dr. Robert Langdon.



Round one consists of four puzzles centred around the four elements: Earth, Air, Fire, and Water, which were released every Friday from the end of January, and with a closing date of February 27th. Each puzzle contains three levels, which must be completed in order to locate hidden clues within Microsoft Photosynth, which must be found to advance to the next level.



Once advanced to the next level, Round two will give users one chance only, to complete a new array of puzzles, with the winner from each participating country standing a chance to win a grand prize.

This is a great example of a campaign which taps into the psyche of their audience, and interacts with them on a level which will challenge them, and stimulate their anticipation for the movie or love for the book, as opposed to a brand creating a basic click to play game which offers no thinking or relevance to the campaign. You can view the Angels and Demons Path of Illumination Contest here.