The Hulk Rages Across MSN Spain

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The Incredible Hulk will be tearing a trail of destruction across more than just cinema screens today. The volatile superhero takes up rich media residency on MSN Spain's homepage for the day.

The takeover, which is live for today only, sees the gargantuan green beast crashing his way through the MSN homepage to promote the official release of the Universal Pictures movie in Spain. A single display unit triggers his arrival, followed by a high definition trailer, and coupled with full background artwork depicting characters from the movie.

The campaign, which was conceived and planned by OMD Spain and facilitated by technology from Eyeblaster, is expected to receive between 12 and 18 million impressions in the 24 hours it's live.

According to OMD Spain Online Manager, Cristina Barranco, this is only the third time this technology has been used in Spain, and the first time it has been used to promote a movie.

"Users are increasingly attacked by ads online, so we try to give our creatives more impact," said Barranco. "We're constantly pushing to do more innovative things. It's about quality over quantity," she added.

The takeover marks the peak of a week-long digital campaign leading up to the release of the action film. Other online activity has included traditional digital display and rich media ads across sports, national newspaper and online gaming sites, targeting an audience of 18-30 year-old males. Ads have also been placed on MSN's Messenger service, as well as on Yahoo.

Manuel Ferreiro, Eyeblaster's creative customer service manager for the Latin region suggested agencies within Europe are perhaps more adventurous than in the U.S.

"In Spain we like to take risks. Of course the markets are different, but maybe the U.S. is a little more conservative than Europe. The most creative and high impact work is coming from within Europe and Asia at the moment," he said.

The online campaign will run alongside TV, print and traditional outdoor campaigns. The MSN takeover is live for today, June 20, only.