It refers to an inquisitive feeling that arises from the need to discover a mysterious story (Ho & Dempsey, 2009). Brands that need interactions from consumers should employ this emotion (Ferguson, 2008). A.I. Movie Promotion campaign deployed consumers’ curiosity by creating a trail game. Puzzles in the message will motivate consumers to seek for answers and share ideas with peers to discovering more clues. To make it more challenging, the content linked both online and offline mediums for tracing the next clue. This campaign succeeded in creating bond between consumers and movie’s story before launching in theatres (Dobele, Toleman & Beverland, 2005).