Zynga adds branded challenges to FrontierVille

Zynga has revealed another monetisation technique for its raft of social network games - adding branded in-game challenges to promote feature films.

Until March 6, FrontierVille includes missions themed around upcoming Paramount/Nickelodeon movie Rango. Limited edition virtual goods will also be made available.

The game's 19.4 million monthly active users will have the option to embark on an in-game hunt for the titular chameleon. Completing this requires asking other FrontierVille players for assistance; once achieved, players are shown a trailer for the movie and given a rare virtual trophy.

Terms of the promotional deal are unknown, but Zynga has previously partnered with Paramount on a FarmVille in-game stunt for the movie MegaMind.

Reports InsideSocialGames, this led to nine million users sending four million messages about the limited edition virtual goods associated with the promotion.