And THIS is how you engage: witness the Transmedia Marketing “Commercial” for new Tilda Swinton movie, Okja. The film follows Mija, a young girl who must risk everything to prevent a powerful, multinational company from kidnapping her pig called Okja. Swinton playing the leader of said company, Lucy Mirando.

Mirando is a character the Netflix marketing team believes is bold enough to live beyond the screen. In a run up to the film’s June 28 premiere date, Kyle Christensen, marketing and social manager for Netflix Original Series and Film, is leading a multilayered campaign, starting with a website: Super Pig Project site and a Twitter account for Mirando: @lucymirando.

Full story explaining the marketing vision at Fast Company.