Press and online teaser activity in the form of recruitment ads for Troll Hunters is being released in three separate stages.
The first stage printed "Troll Hunters required" spoof ads in the Guardian newspaper and on Guardian Online, to drive consumers to the Troll Hunter Facebook page to "apply" for the positions.
The second part of the campaign launches this week in the NME's classified ads section, targeting musicians.
The final part will appear in the Daily Telegraph newspaper and online tomorrow, coinciding with the announcement of A-Level results and university clearing. The ad will offer a "Gap year opportunity, Troll Hunters required".
TV, press, Underground and digital pre-roll activity will follow next week.