Mexican food brand Old El Paso is launching an online branded content push to promote its partnership with animated Johnny Depp film Rango.
The campaign, created by branded entertainment agency Stoke Agency, will feature online games, custom animation and experiential activities and will be supported by television, cinema and online advertising.
The campaign includes a competition called "Whack and win" that will give consumers a chance to win a solid gold statuette of Rango, the eponymous character voiced by Johnny Depp.
The General Mills-owned brand partnered with the film distributors Paramount Pictures on the campaign, which launches Monday 7 March.
Old El Paso marketing manager Craig Armstead said: "Rango is a great fit for the Old El Paso brand with its Mexican themes and spirit of adventure. Old El Paso is full of colour and personality, much like the imaginative characters of the film.
"We especially love Humberto, the lead owl in the mariarchi band. As the Mexican expert, we've used Humberto in many touch points of the campaign."
Media buying is handled by Mindshare.
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