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Metro is leading an innovative four-way media partnership to launch Sony Picture's Men In Black 3 multi-platform marketing campaign in the build-up to the Will Smith film's release on 25 May.

Readers and listeners will be tasked with completing four missions. This interactive mechanic looks to engage audiences with a gamified proposition, driving consumers across Metro, Absolute Radio, Spotify and ShortList to a Global Alien Positioning System by challenging them to uncover an alien on each website, spurred on with hints and tips on how to succeed.

Each partner will have a holiday for two up for grabs, in New York, Roswell, New Mexico, Orlando, Florida or Cape Canaveral, Florida. Those who complete all four missions will be entered into a fifth prize fund to win a Sony Home Entertainment system.

"As the UK's leading urban media brand, we're perfectly positioned to host a creative campaign of this kind and engage busy, fun-loving urbanites on the move - be it via mobile, online or in paper,"  explained Grant Woodthorpe, Metro's executive director, sales and commercial development. "Working with Sony and the other partners - Absolute, Spotify and ShortList - is a fantastic way to build an audience for this long-awaited return of Men In Black."

The interactive microsite was developed for Metro by A&N Creative, collaborating with Sony, Absolute, ShortList and Spotify. "Our HTML5 competition hub was built responsively to function optimally - and look great - on any web-enabled device," A&N Creative digital production manager Gareth Cole said.

Visit the Metro Men in Black 3 page or the Metro Men in Black 2 website.

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